The branding campaign to introduce the name OU Medical Center is one of the most successful campaigns in Oklahoma history. Prior to the name change University Health Partners operated three distinct hospitals within the University of Oklahoma Health Sciences complex. The three hospitals were University Hospital, the primary teaching hospital in Oklahoma; Children's Hospital of Oklahoma, the only dedicated pediatric hospital in Oklahoma; and Presbyterian Hospital, a premium general acute care hospital.

Beals Cunningham conducted a series of focus groups to test possible names for the soon to be combined hospital. Separate test groups included administrators, hospital staff, and consumers. Once the name was chosen and long-term name licensing agreements were negotiated with the University of Oklahoma, Beals Cunningham designed the identity, and developed a creative strategy for the branding campaign.

To differentiate the campaign from other hospitals in the region who were all running soft image driven advertising campaigns, Beals Cunningham recommended using a spokesperson. To further build on the name equity through the perceived affiliation with the University of Oklahoma, Bob Stoops, the head coach of the national championship Oklahoma Sooners football team was chosen as the spokesperson. The campaign included television, radio, outdoor, a new website and direct mail.

Just prior to the kickoff of the branding campaign, research was conducted to establish benchmarks for the campaign. All three hospitals were then consolidated under one medical license and the branding campaign was initiated. After just 9 months a new set of research was conducted to monitor performance and indicated that the new OU Medical Center, operating under a name that had never existed before, had already garnered 84% market awareness and was benefiting from a perceived association with the University of Oklahoma.

©2008 Beals Cunningham Strategic Services

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