Service line growth and institutional storytelling across Southern California hospital systems.

The Challenge

UC Irvine Health acquired four community hospitals from Tenet Healthcare: Fountain Valley, Lakewood, Los Alamitos, and Placentia Linda. Each facility needed to be rebranded under UC Irvine Health's architecture, and the newly-unified Community Network had to be introduced to Orange County consumers, existing patients at those facilities, and the hyperlocal populations surrounding each hospital — three distinct audiences, all at once.

The Approach

I led a two-phase campaign architecture: first, a pure brand-awareness push to seed the new name in-market; second, an audience-segmented awareness campaign with creative tailored to how each audience would encounter UC Irvine Health differently.

• General Orange County consumers — aspirational lifestyle imagery with the headline "The best care. Right in your community."
• Existing UC Irvine Health patients — warmer, more relational creative with "High-quality care. Here at home."
• Hyperlocal audiences near each of the four facilities — active-lifestyle imagery and community-anchored copy with "High-quality care. Close to home."

Execution

Fourteen print publications across the OC/LA market mix, paired with digital display and paid social. Print included the Orange County Register, Long Beach Press Telegram, LA Times/OC, and the Grunion Gazette for regional reach, plus hyperlocal-focused community publications including Leisure World Weekly, Rossmore Living, Yorba Linda Neighbors, and Lakewood Community News.

The Challenge

Medicare Annual Enrollment Period (October 15 – December 7) is the most competitive window of the year for hospital systems with Medicare Advantage partnerships. Every major local system — Memorial Care, St. Joseph, and others — runs its own education programming. We needed to convert AEP activity into new aligned-plan enrollments across four Tenet facilities in two counties.

The Approach

I designed and coordinated a unified twelve-event community seminar program across four hospitals — Fountain Valley, Lakewood Regional, Placentia-Linda, and Los Alamitos — supported by an integrated multi-channel campaign. Each event featured a certified independent insurance broker for trust and no-pressure enrollment guidance, with co-located appointment scheduling.

The Challenge

Community hospitals compete for patient trust and service line referrals against larger academic systems in the same market. A brochure cannot build relationships; a packed room with a specialist who answers questions well can. Dinner with a Doctor was our answer to that problem — a sustained program designed to put specialists in front of community members, build trust, and track the work through to actual clinical outcomes.

The Approach

I built the program as a recurring series — consistent format, consistent branding, rotating specialists and topics keyed to service line growth priorities. Free admission, dinner served, moderated by the physician, followed by community Q&A. Paired each event with an integrated marketing push: print posters deployed to waiting rooms and senior centers, direct mail into high-value ZIP codes, email invitations, and digital promotion.

• Urology — Men's Health Seminar Series with Dr. Jonathan Perley (Low T, BPH, Bladder Control)
• Orthopedics — Joint and Surgical Interventions with Dr. Prem Ramkumar
• Cardiology — Heart Disease, Atrial Fibrillation, Peripheral Artery Disease
• Additional service lines across GI, bariatric surgery, and women's health