UT Southwestern Medical Center
A 75th anniversary magazine that positioned UTSW as the hospital of choice for patients and put Dallas on the map in the national medical arena.
The client
UT Southwestern Medical Center is a premier academic research hospital in Dallas, where some of the nation’s leading minds regularly make advances in medical research and patient care. However, UT Southwestern was relatively unknown to — or misunderstood by — potential patients, donors, and residents in its own community.
The partnership
To combat misconceptions that all Dallas-Fort Worth hospitals offer the same level of specialized care — or the toughest cases require an expert from MD Anderson in Houston — UT Southwestern needed to build a brand identity as the hospital of choice in the region and establish its place among the nation’s preeminent academic medical institutions.
In 2018, D Custom introduced UT Southwestern to a targeted regional audience of 250,000 in a magazine timed to hit homes during the hospital’s widely advertised 75th anniversary. With a journalistic approach unlike any other medical journal or publication, the magazine told a comprehensive story about doctors, researchers, and academics who collaborate on the cutting edge of science and medicine to produce transformative breakthroughs and an unparalleled level of care. Each story — told for the curious, educated layperson — focused on a discovery or program that’s redefining a field, effectively positioning UT Southwestern as the hospital of choice for patients and the institution that puts Dallas on the map in the national medical arena.
The takeaways
The publication garnered unprecedented attention from donors and civic influencers for its approachable yet in-depth narratives and memorable portraiture.
Flip through the 75th anniversary issue:
The accolades
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