Marc USA Gains Branding Mission for 3 Hospitals

University Medical Center has hired Marc USA to handle a branding campaign to unify three local medical facilities under a common banner.

UMC is the holding company for the private, nonprofit Zale Lipshy University Hospital and St. Paul Medical Center. Both facilities, in turn, are affiliated with the University of Texas Southwestern Medical Center at Dallas, a teaching and research center.

A budget has not yet been set for the branding effort, although it is estimated in the low seven figures.

Dallas-based Marc won the business following a review of undisclosed local shops.

Marc’s previous healthcare experience includes marketing Children’s Medical Center of Dallas.

“We were able to pull from that experience to help position our pitch,” acknowledged Marc president and chief executive officer David Hadeler. “But ultimately what it came down to was the fact that we were a really good fit.”

Advertising for the three medical facilities had previously been handled on a project basis by a number of agencies.

Donald Smithburg, president and chief executive officer of UMC, is said to have initiated the move to unify all three entities in the public eye.

Smithburg was not available to comment at press time.

Said Steve Bullock, Marc’sprincipal for strategic and brand planning, “We found in examining the market that there was an opportunity to combine the best of teaching and university-level research with private practice delivery. The three elements here … provide that structure.”

The initial medical branding campaign is ex-pected to include an array of components, including naming and logo design, as well as marketing strategy, creative executions, media planning and buying, and public relations.

The first work will likely break early in the fourth quarter, according to Bullock.

Other clients handled by the local office of Marc include Alfa SmartParks, Kissimmee-St. Cloud (Fla.) Convention and Visitors Bureau, and various Holiday Inn and Crowne Plaza properties in Mexico and Central America.