UCLA HEALTH: specialty campaigns

It doesn’t take a brain surgeon to know that California’s top-rated hospital has a lot to say. I’m just grateful I was the guy they asked to help them say it. As part of a massive, digitally-driven patient acquisition campaign, I wrote headlines for countless medical specialties for every major department of the hospital.

Because this campaign was released in the midst of the COVID-19 pandemic, the writing had to be sensitive yet informative, and give people a reason to believe that UCLA Health was their best option for the care they needed. As a Canadian, writing for UCLA Health put me in a unique position. I had to understand the American audience, the American health care system, the specific care treatments offered, and the hospital itself to fully provide the customer with the proper pathway to choosing UCLA Health. I wrote web ads, sponsored social posts, and entire landing pages for each specialty.

We created hundreds of social and digital ads that led to full-scale landing pages. The campaign was highlighted by a full-page ad in the LA Times congratulating the 2020 championship-winning LA Dodgers and LA Lakers, both proud partners of UCLA Health.

ucla health: OPERATION MEND

I proudly helped UCLA Health reach post-9/11 veterans with an offering of free treatment as part of a program known as Operation Mend. With relatable and encouraging messaging, this digital campaign made it clear and simple that veterans had the options they need at a price they deserve: free.

Similar to the UCLA Health campaign above, my timelines were quick and the imagery I had to work with was minimal. The campaign relied entirely on the messaging. And boy, was I happy to deliver.

ucla health: SIMMS MAN CANCER TREATMENT CENTEr

Simms Mann Cancer Center provides cancer patients at all stages with a holistic approach to care. They believe in treating the mind alongside the body, providing spiritual training and family care options in their offering. The messaging for this digital campaign is positive, inspiring and emphasizes the benefits of the center’s completely unique position on cancer care.

Credit: McKim Communications Group and CULT Collective