NASHVILLE, TN: Vanderbilt University Medical Center has named ReviveHealth as its AOR, handling all marketing, advertising, branding, digital, social, and PR for the medical center.
Vanderbilt plans to emphasize digital and social in its marketing, said ReviveHealth CEO Brandon Edwards.
"The reason ultimately we were selected is Vanderbilt wants to be seen as a leader in health-system marketing the same way it is seen as a clinical leader in medical research and clinical research," he said.
About a dozen ReviveHealth staffers are working on the account, led by EVP Chris Bevolo and VP Ashley Merchant.
ReviveHealth, which was bought by Weber Shandwick at the start of last year, has had a relationship with Vanderbilt University Medical Center since 2012. It started with PR work and expanded in 2015 into marketing and digital for the academic medical center.
The medical center did not previously have a single marketing, PR, and advertising AOR, Edwards said. ReviveHealth is taking over the advertising work from Lewis Communications, an ad agency with offices in Tennessee and Alabama.
"It’s becoming more difficult to determine what goes in the advertising bucket versus the digital or PR buckets," said Jill Austin, CMO of Vanderbilt University Medical Center. "We wanted an agency of record with expertise in all of these areas, so the agency can work with our in-house teams to navigate the more complex and integrated strategies we’ll need to be successful in engaging consumers."
Vanderbilt University Medical Center is located in Nashville. The medical center houses a number of specialty centers, including a children’s hospital and cancer center, along with two medical schools that train students and conduct research.
"For years, hospitals have been viewed as five to eight years behind the industry as it came to marketing; a lot of billboards, a lot of TV," Edwards said. "The industry is so dominated by those legacy ad-spend approaches. [Vanderbilt] wanted to be the best hospital marketer, period."
This story was updated on February 10 with quotes from Austin.