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              <h1 class="title">How we used their heads and our brains to create a smarter brand.</h1>

                  
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               Fri, 12/10/2010 - 12:41pm | Brogan |

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	University of Toledo Medical Center</p>
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	UTMC was perceived as a &quot;small fish&quot; in an area of big competitors. We needed to develop a brand identity that would positively distinguish UTMC and highlight its unique competitive advantage&ndash;university quality care from the only academic medical center in the region.</p>
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	We used real patients to demonstrate UTMC&#39;s &quot;Higher Degree of Healing.&quot; The campaign increased website and phone traffic significantly, and we received extremely positive feedback from physicians and associates, as well as greater internal pride and a strong brand identity.</p>
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