Celebrating the Michigan Difference

In September, the University of Michigan Health System launched an advertising campaign to raise awareness of the high level of patient care, education and research that occur throughout the Health System. The print, radio and television advertisements, initially appearing primarily in the southeast Michigan area, kick off a three-year marketing campaign that also supports the university-wide $2.5 billion Michigan Difference fund-raising effort, which continues through 2008. The Health System’s part of the overall goal is $550 million, including bequest intentions.

The ad campaign promotes the Michigan Difference theme by featuring the everyday heroes — patients and physicians, students and faculty, nurses and researchers — who make the difference in medicine at Michigan.

“This campaign will reinforce the Health System’s position as a premier medical institution: a place where new medical knowledge and innovative technologies are realized; where the best new ways of providing patient care are developed; where the medical leaders of the next generation are trained; and where patients can receive comprehensive and collaborative care,” says Robert P. Kelch, M.D., the U-M executive vice president of medical affairs and CEO of the Health System.

The 24 participants in the ad campaign were chosen as representatives of the Health System’s numerous strengths. Patients in the campaign include residents of Ann Arbor, the Detroit Metropolitan area, and other parts of the state.

— KG

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