Complex Care. Everyday Access. One Powerful Story.
UC Davis Health was facing real perception challenges — many consumers were unclear about primary care access, insurance coverage and how its complex care compared to Bay Area providers. Through in-depth research and our INCITE framework, we uncovered a simple but powerful truth: people want to believe health inequities can be addressed, but they need to see meaningful action to make it real. That insight shaped a more human, purpose-driven brand position focused on inspiring better health for everyone and addressing the social factors that
shape well-being.
We brought it to life through the “Believe in Better” campaign, connecting UC Davis Health’s clinical excellence with everyday health in a relatable way. The result was measurable growth — an 8.7% increase in covered lives enrollment, 96% awareness of primary care offerings, and a 10% lift in website clicks by year four.
Our Strategy Framework
We analyzed the research to extract findings for each of our C’s, using our INCITE framework to identify what supports and challenges us. From these findings, we distilled a key insight for each of the C’s. These insights led us to develop a statement that encompasses what UC Davis is to its patients and community: a place for holistic, whole-person care for all, no matter how complex.
The Driving Insight
Consumers can empathize with an individual’s struggles when they can imagine themselves also struggling in their shoes.
Brand Positioning Statement
We believe the ability to live a healthy life should be enjoyed by every person — that’s why we are committed to inspiring a better world for all, not just our patients. We are taking meaningful action to address social determinants of health to drive change and bring us closer to health equity for all.
CAMPAIGN RESULTS
