Research indicated that USC University Hospital is an under-imaged University Hospital competing in a crowded field that includes UCLA, Cedars Sinai and City of Hope medical centers. Compass was retained to begin a long-term branding and image turnaround not only to drive volumes in specific practice areas, but also to make the marketplace more aware of the distinction between USC as a university hospital and the capabilities of local community hospitals.

Under the umbrella “Pioneering Medicine for Life” a strategy of reality radio and stark print ads seeks to distance the institution from the competition by focusing on the medical advances that happen every day at USC.