CLIENT:

Rush University Medical Center

Campaign Theme:

“Rush Stories”

GOAL:

Memorably communicate, via an integrated campaign, how Rush University Medical Center supports the total patient experience via the human aspect of patient care.

We conducted rounds of physician “auditions” in the Ortho, Neuro, Heart, and Cancer categories. Our goal was to showcase resonant stories in which the hospital’s collaborative environment, team-oriented spirit, and unique clinical capabilities could shine.

DELIVERABLES:

TV, website, digital, webisodes content, print, radio, OOH.

AWARDS:

Telly Awards – 2008 Winner: Healthcare Marketing Award – Gold Winner & Merit Winner, 2009 Winner: Healthcare Marketing Award – New Media Bronze Winner, 2010 EHealthcare Leadership Awards: Silver Award, Best Integrated Marketing Campaign

Rush TV

These locally aired television spots—along with the brand print, radio, and website—memorably communicated life-changing patient stories at RUSH.

Cancer: Sandy

Ortho: Ki

Heart: Jim

Be sure to scroll down to the webisode page for video content that extends each patient story.

Following is Judy’s story, in support of RUSH cancer services.

HEAD:

“First, she had breast cancer.

Then it spread to her lung.

Now she runs circles around her granddaughter.”

Melody Cobleigh, MD

medical oncologist

COPY:

Nobody could prepare Judy for what followed her breast cancer diagnosis. Except her daughter, a cancer nurse who had worked at RUSH. She insisted her mom be treated by one of the area’s finest breast cancer teams. Nothing less would do. Which meant the Comprehensive Breast Center at RUSH, the first place of its kind in the Midwest.

Here, oncologist Melody Cobleigh, MD, and a team of specialists developed an individualized approach to treat Judy. And when she experienced chest discomfort four years later, Dr. Cobleigh and the breast center team enlisted the multidisciplinary expertise of the Chest Tumor Clinic at RUSH. Together, they devised an innovative plan that reawakened this proud grandmother’s artistic spirit and zest for living.

Learn more about Judy’s experience and other patient stories. The conversation continues…

rushstories.org

Animated web banners

:60 Radio

Be sure to scroll down to the webisode page for video content that extends each patient story.

Following is Dustin’s story, in support of RUSH orthopedic services.

HEAD:

“They wanted to amputate.

We saved his leg.

And the cancer’s gone.”

Steven Gitelis, MD

orthopedic oncologist

COPY:

Dustin was a typical seven-year-old. Except he was suffering from an osteosarcoma bone cancer. And while his friends played without him, Dustin was put on the OR schedule at another hospital for an amputation. Devastated, his family searched frantically for another option. And hope finally arrived.

Dustin and his family came to the Limb Preservation Program at RUSH. Orthopedic surgeon Steven Gitelis, MD, and team provided a revolutionary alternative that would change his life. RUSH was the first hospital in the area to offer the limb-saving procedure—and since has performed more than any hospital in Chicago. So that Dustin could get back to really important things, like riding his bike and joining his friends down the block.

Learn more about Dustin’s experience and other patient stories.

rushstories.org

Or, for a physician referral, call 1-888-352-RUSH.

Animated web banners

:60 Radio

Be sure to scroll down to the webisode page for video content that extends each patient story.

Following is Debbie’s story, in support of RUSH Heart Center for Women.

HEAD:

“Her heart disease concerns were dismissed.

We took her seriously and offered an innovative solution.

Now she tells the world.”

Annabelle Volgman, MD

cardiologist

COPY:

Debbie was young. Far too young to have a heart attack. But even after treatment and recovery, she was still constantly tired and concerned about continuing symptoms. Debbie was surprised that her cardiologist said she was fine. She knew better. Thankfully.

That’s when Debbie found the RUSH Heart Center for Women, the first place of its kind in Chicago. How a celebrity helped her find RUSH is another story, but good thing she did. Cardiologist Annabelle Volgman, MD, and team discovered a life-threatening arrhythmia. And offered her a revolutionary treatment that RUSH was the very first in the Midwest to offer.

Debbie was so moved, she’s since become a great motivator.

Learn more about this and other patient stories. The conversation continues…

rushstories.org

Animated web banners

:60 Radio

Be sure to scroll down to the webisode page for video content that extends each patient story.

Following is Jesper’s story, in support of RUSH neurological services.

HEAD:

“Daily epileptic seizures defeated him

Now he’s seizure-free.

These days he triumphs over hockey pucks.”

Richard Byrne, MD

neurosurgeon

COPY:

Jesper’s epilepsy began in the fourth grade. Soon, his uncontrollable seizures became routine. They took a toll on his schoolwork and love of sports. Finally, after a massive seizure on the school bus, Jesper’s desperate family sought a different option. That’s when everything changed.

Jesper was referred to the RUSH Epilepsy Center, home to the most experienced epilepsy team in the region. Neurosurgeon Richard Byrne, MD, and the multidisciplinary team team located the source of his seizures using revolutionary technology available at only a few hospitals in the world. And RUSH was the first in Illinois to offer this ground-breaking treatment. All of which enabled Jesper to get right back in the game.

Learn more about Jesper’s experience and other patient stories. The conversation continues…

rushstories.org

Or, for a physician referral, call 1-888-352-RUSH.

Animated web banners

:60 Radio

Be sure to scroll down to the webisode page for video content that extends each patient story.

Following is T.J.’s story, in support of RUSH neurological services.

HEAD:

“He came to us in a wheelchair.

We fixed his dystonia.

Now he’s an avid skateboarder.”

Leo Verhagen, MD, PhD

neurologist

COPY:

At first, it felt like growing pains in his arms and legs. Then the uncontrollable contractions followed. Before long his body was twisted like a pretzel, and he couldn’t walk. T.J. was just seven years old. His family sought several opinions, without much luck. But finally, an answer was found.

As soon as T.J. arrived at the Movement Disorders Center at RUSH, neurologist Cynthia Cornelia, MD, knew he had a neurological condition called dystonia. Neurologist Leo Verhagen, MD, and team determined T.J. was a perfect candidate for deep brain stimulation, a revolutionary treatment not widely available.

How it works is an amazing story. But suffice it to say that today, T.J. is a normal teenager who is standing tall as ever—except, of course, when he’s skateboarding.

Learn more about T.J.’s experience and other patient stories. The conversation continues…

rushstories.org

:60 Radio

Be sure to scroll down to the webisode page for video content that extends each patient story.