Brand Campaign 2.0
Despite consistent national recognition and being the area's only academic medical center, many in the San Antonio area perceived University Health System as a public hospital serving the poor, indigent, and uninsured. Despite the great medicine practiced and the ongoing groundbreaking research, consumers often chose competitor hospitals. Since the initial 2016 relaunch of the brand, consumer research has shown that the perception is changing due to the "Some See. We See." brand campaign.