UI Health Care enters next phase in brand update
New campaign highlights how system serves Iowans across the state
University of Iowa Health Care is entering the next phase of a comprehensive brand update, marked by the launch of a new brand campaign featuring real Iowans. Ads for the new campaign, themed “Making All of Iowa Better,” will begin appearing this week and tell the story of how UI Health Care serves people and communities across Iowa.
UI Health Care began rolling out the first phase brand update in May of this year, including new logos and naming conventions. The next phase is focused on telling the stories of actual UI Health Care patients, providers, researchers, and educators, reflecting the organization’s broad impact through research, learning, and patient care.
“Our mission of ‘Changing Medicine, Changing Lives’ is rooted in our responsibility and commitment to the state, its people, and our neighbors,” says Christine Thiriet, MAC, chief marketing officer with UI Health Care. “The new campaign reflects the relationships we have with Iowans across the state. We are very proud to be Iowans caring for Iowans.”
Iowans featured in the new ad campaign include:
Ken Platt, from Muscatine, whose life was saved by UI Health Care providers using a revolutionary eCPR treatment after cardiac arrest.
Adeline Lovell, a 4-year-old from Clear Lake who had a strange rash before UI Health Care specialists diagnosed her with high-risk acute lymphoblastic leukemia and saved her life with innovative treatment.
Roberta and Jim Carver from Alburnett, who each had significant hearing loss before cochlear implant experts at UI Health Care helped restore their hearing. Not only has the cochlear implant program changed the lives of Iowans, but it has also changed medicine, making a global impact on the treatment of hearing loss.
Christen Schulte-Phelps from Davenport, who was diagnosed with a rare form of breast cancer and received cancer care at a UI Health Care location just minutes from her home.
Examples of real UI Health Care research also was included in the campaign, including:
Theranostics, a new cancer therapy that can deliver radiation therapy selectively to cancer cells, leaving the surrounding healthy tissue unharmed. These advancements are the result of more than 20 years of research at Iowa and provide new, effective, and personalized treatment options for cancer patients.
Cell lines that have been used by UI Health Care researchers for discoveries ranging from unraveling the mystery of a genetic mutation called PPP2R5D in intellectual disability to screening of potential drugs for treatment of diabetic peripheral neuropathy.
Tumor-targeting nanoparticles loaded with a drug that makes cancer cells more vulnerable to chemotherapy’s toxicity. UI Health Care researchers are studying their use to treat an aggressive and often deadly form of endometrial cancer.
Following are links to stories of patients featured in campaign: