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 www.UniversityHealthSystem.com.
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 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.
September 4, 2019
University Health System – Business Center
Procurement Services Department – Lisa Alcoser
355-2 Spencer Lane, 2nd Floor
San Antonio, TX 78201
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