Woman Up: Marketing Campaign with Population Health Benefits (Advanced)

University Hospitals (UH) is a large, $4 billion health system in northeast Ohio with 26,000 employees UH Seidman Cancer Center is part of an NCI-designated cancer center with 17 locations. Woman Up began as a marketing campaign designed to increase screening mammograms in northeast Ohio and to strengthen the perceptions of UH Seidman Cancer Center. Secondary data was analyzed extensively to understand perceptions of the target audiences. This data was used to develop the campaign theme and tactical elements. An extensive multi-channel campaign was launched in September 2014. Results from the campaign show increases in compliance, volumes, and revenues.