CU Anschutz Medical Campus Launches Marketing Campaign

Effort features breakthrough achievements of School of Medicine faculty

CU Anschutz and its campus hospital partners, Children’s Hospital Colorado and UCHealth University of Colorado Hospital, have launched a regional and national marketing campaign titled This Is Breakthrough. The campaign highlights the cross-campus collaboration that improves lives and drives innovation and showcases the physicians and scientists who make the University of Colorado Anschutz Medical Campus one of the country’s premier medical destinations.

Chancellor Donald Elliman, Jr., touts the research, innovation, education, and clinical care delivered by the seasoned experts and talented trainees based on the campus. Ensuring the continued growth and success of CU Anschutz depends on cultivating an ecosystem where dynamic collaboration and discovery thrive and in increasing recognition of their accomplishments.

“Here on campus, we know that CU Anschutz is the place to go for the highest-quality health care and health sciences education, delivered by the best minds in science and medicine,” Elliman says. “For more than a decade our campus has been breaking ground on new buildings and recruiting top talent to address the most pressing health issues facing the world. It’s high time we share our discoveries and breakthroughs in ways that attract wider public attention to these achievements.

“With this marketing effort, we aim to make the University of Colorado Anschutz Medical Campus name renowned from coast to coast, and our brand synonymous with world-class health science and care,” Elliman said.

This Is Breakthrough will spotlight people and stories behind the extraordinary research, education, innovation, and treatments that power the campus. Examples include:

• Evalina Burger-Van der Walt, MD, chair of orthopedics, for her groundbreaking development of new metal-alloy compositions to improve orthopedic implants
• Terry Fry, MD, professor of pediatrics, hematology, and immunology, and director of cancer immunotherapy, for his work with CAR-T cell therapy, a process by which a cancer patient’s immune cells are extracted, genetically modified and stimulated to recognize tumors and to fight cancer when reinfused them into the patient’s body
• Naresh Mandava MD, chair of ophthalmology, for his work to cure blinding retinal diseases in conjunction with the department’s CellSight collaborative research teams.

The new marketing campaign integrates advertisements in print publications, digital and social media, and television, with outdoor advertising, and a dedicated campaign website where viewers can dive deeper into the passion and tenacity propelling campus discoveries: ThisIsBreakthrough.com.

This Is Breakthrough was developed based on data from brand recognition research, and tailored to bolster CU Anschutz Medical Campus brand awareness in the general public and with physicians throughout the country.

“We have a remarkable story to tell about the research, education, and care we provide on the Anschutz Medical Campus,” said John J. Reilly, Jr., MD, dean of the CU School of Medicine. “This is Breakthrough shares the powerful and inspiring work of our colleagues and serves as an invitation to visionary leaders to join us in developing the innovative care and research that will improve the lives of individuals and communities across the country and around the world.”

This Is Breakthrough launched September 30. To learn more about the campaign and the talented members of the CU Anschutz Medical Campus community, visit ThisIsBreakthrough.com.