UCSD System Seeking Northern Exposure

HEALTH CARE: Increasing Market Share a Goal of Branding Campaign

The UC San Diego Health System, which operates hospitals in Hillcrest and La Jolla, has launched a major branding campaign in a move to grab more market share in North County—with an emphasis on reaching consumers in coastal communities such as Encinitas and Oceanside.

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“Health care marketing is challenging because you're marketing to individuals but those individuals are rarely the people paying for the service,” said Rachel Kerestes, strategy director for San Diego branding agency MiresBall. However, the approach must be successful on some level, she said, “otherwise you wouldn't see so many hospitals and pharmaceutical companies doing it.”