"The academic difference is what makes UI Hospitals and Clinics an incomparable resource to families in Iowa and beyond. It sets us apart. It is who we are."

—Donna Katen-Bahensky

University of Iowa Hospitals and Clinics is resuming its ongoing communications campaign with a new series of stories that began in August 2004 and continues through May 2005.

The stories focus on faculty and staff who are “changing medicine” and “changing lives” every day through their skill, knowledge, innovation, and compassion.

The print ads, TV and radio spots, and billboard displays are the newest phase of a hospital communications campaign launched in 1999 which featured patient stories that introduced University of Iowa Health Care and Changing Medicine. Changing Lives.®

The latest program provides Iowans with important information about four specific service areas: cancer, heart, neurosciences, and children’s care.

Donna Katen-Bahensky, director and CEO, said, “With these new ads, the meaning behind the message still rings true: as Iowa’s only comprehensive academic medical center, we are an incomparable resource to families in Iowa and beyond.”

Katen-Bahensky said the launch of the newest phase of the campaign reflects feedback from constituents. “Research indicates that Iowans want us to continue telling the story of UI Hospitals and Clinics and its patient care mission,” she said.

A new twist on the theme of “Changing Medicine. Changing Lives.®” was added to help Iowans better understand why UI Hospitals and Clinics stands above the rest: “That’s the academic difference.”

Just as the first campaign featured real patients, the new ads feature real doctors, nurses, and other health care providers—faculty and staff. “They are the perfect people to tell important stories about the kind of medical excellence practiced here because they live that experience every day,” Katen-Bahensky said.

For more information, go to www.uihealthcare.com and click on ‘Changing Medicine. Changing Lives.’