University Community Health

Client: University Community Health
Industry: Healthcare/Medical


The hospital and its associated services (now grouped under the Florida Hospital name) was a significant contributor to Bay Area health care, yet it was not recognized for its achievements. The decision to expand their heart care with a new dedicated facility offered the path to enhanced market awareness and potential growth.


To ensure success, a major capital campaign was initiated and HCP was engaged to help build an identity for the property as well as to stimulate contributions to the operating endowment.

HCP coordinated with hospital management to gather research and insight from local stakeholders as well as successful health systems across the country and then facilitate a capital campaign.

HCP launched a series of recorded interviews with key constituents and donors to better understand their motivations and aspirations. This led to a marketing strategy that was adopted by the hospital board, utilizing key individuals in the community to champion the hospital’s superior facilities and they accomplishing. Visits to leading heart hospitals, study of successful health systems across the USA, and in-depth analysis and testing of various positions led to a program of events over multiple years.

To bolster awareness and excitement, HCP coordinated a digital groundbreaking—a highly publicized affair, which took place in the East Club of Raymond James Stadium. Taking over the East Club facilities, HCP presented the recorded interviews with Governor Jeb Bush, the Pepin family, Retired General Tommy Franks, Speaker of the House Johnny Byrd, Florida Senate President Tom Lee, Mayor Pam Iorio, the Moffitt Foundation, and many other government officials as well as renowned medical professionals, all responding to the opening of Pepin Heart Hospital. The grand affair served as a teaser for a follow-up event as the new facility came on line.

In 2006, HCP organized a grand opening event that was launched as “A Night to Remember.” This invitation-only event hosted by TV personality Larry King (a heart surgery survivor) was a huge success with over 300 select guests in attendance. The event and the follow-up programs were the catalyst for major campaign contributions achieving lofty goals and combined with the communications programs to dramatically launch the public understanding of the hospital’s mission and position in the market.

HCP continued working with both the Foundation and with the hospital board to enhance the overall imaging of both the Community hospital and the Pepin Heart Hospital.