Advertising RFP Issued University Health System

University Health System is requesting proposals from advertising firms with in-depth

knowledge and experience working with academic medical centers and large tertiary care

hospitals. The agency selected through this process will partner with the Health System’s

Corporate Communications & Marketing department to develop a comprehensive plan that

builds upon its current brand position to continue to advance the reputation of University

Health System throughout San Antonio and South Texas.

The Health System’s brand efforts over the past four years have significantly elevated brand

image, preference and market share. The most recent Target San Antonio and NRC Market

Insight surveys show University Hospital ranked first or second in the market for “most

preferred” hospital in every major service line. Significant brand awareness and preference

improvements are directly related to the opening of a new advanced hospital tower in 2014 and

a campaign to reposition the brand in 2016. This brand initiative is aligned with the Health

System’s strategic vision to be the premier health system in South Texas and beyond, and its

Triple Aim Plus goals to improve the patient experience, quality, efficiency and access to care.


The Bexar County Hospital District d/b/a University Health System, herein after ‘the Health

System,’ is a political subdivision of the State of Texas, and is a nationally-recognized

academic medical center owned by the people of Bexar County and by law is a tax-exempt

entity. Accredited by The Joint Commission, the Health System serves as the primary teaching

locations for The University of Texas Health Science Center at San Antonio and is in the top

one percent of the country for going “paperless” with electronic medical records. Since 2008,

the Health System has been included among the American Hospital Association’s list of the

100 Most Wired Hospitals and Health Systems.

Clinical locations include University Hospital, a 700 plus occupied bed acute care hospital and

South Texas’ Lead Level I trauma center; 23 clinics throughout Bexar County providing

primary, specialty, and preventive health services; and four outpatient dialysis centers.

Subsidiary organizations of the Health System include Community First Health Plans, a

nonprofit HMO, and University Medicine Associates, a nonprofit physician practice. Learn

more online at

Scope of Work:

The Scope of Work for this project is expected to include the following (focusing primarily on

the greater San Antonio and surrounding regional market):

Company Name: ____________________________________________ RFP-219-08-005-SVC

Evaluation of existing brand marketing and analysis of market trends as they relate to target


Market segmentation strategy to define/refine target populations, including personas.

Brand strategy to build upon the success of current positioning and using the Health

System’s current tagline of Thinking Beyond.

Annual or bi-annual comprehensive campaign development and execution including:

                o research

                o media planning, buying and reconciliation

                o creative concepts

                o writing, designing and production for multi-channel campaigns including television

                and radio; print, digital and social media ads; website copy; landing page design

                and development; out-of-home creative.

One annual (digital first) service line campaign, aligned with the brand campaign.

Ongoing full-service agency support including regular reporting on outcomes/results, and

continual optimization of campaigns.

Due Date:

September 4, 2019


University Health System – Business Center

Procurement Services Department – Lisa Alcoser

355-2 Spencer Lane, 2nd Floor

San Antonio, TX 78201

Relevant agencies include Zeno Group and W2O Group.

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