challenge

Cleveland Clinic has built one of the premium academic medical center brands in the world. To do so, having the world’s best heart care was the start, but establishing a strong brand position required a long-term commitment to a regional and national marketing strategy.

For 20 years, Adcom is proud to have had a lead role in helping Cleveland Clinic to establish measurable growth in brand health and tie that to downstream success in patient volumes and physician reputation.

Solution:

To achieve Cleveland Clinic’s objectives, Adcom employed multiple communications strategies including creating an “unexpected” category media strategy that was as innovative as the brand itself. The strategy targeted a highly affluent “Alpha Influencer” (AI) segment and sought out media environments where they were most engaged. This effort included national branded content partnerships to create unique moments and strategically leveraged professional sports to create exposure and donor access opportunities.

Results:

Increased overall brand preference among target audience and general population to highest level in organizational history. Created successful “last mile” effort that capped a successful $2B capital campaign. Have won over 24 industry awards.