Campaign for Cardiovascular and Women’s Care

USA Health, the leading provider of innovative healthcare for Mobile and the Gulf Coast, is launching two new campaigns for Cardiovascular Care and Women’s Care. 

Developed in partnership with full-service creative agency Lewis, the work marks USA Health’s first cohesive, concerted advertising push to the greater Mobile County market since the COVID-19 pandemic in 2020.

The strategy positions USA Health as the Gulf Coast’s unified, destination academic medical center, the place the region defaults to at every level of care. Each campaign has one primary job. Cardiovascular establishes USA Health as the system for heart care, anchored by USA Health Providence where appropriate. Women’s Care establishes USA Health as the system for care at every life stage, anchored by USA Health Children’s & Women’s Hospital where it makes sense.

In “Every Beat,” the spot opens with a ticking clock. A narrator notes, “Life has a rhythm, and most days we don’t think about it, we just live it,” before that rhythm is interrupted by something unexpected, showing how the team of cardiologists at USA Health is ready to help.

In “Names,” the campaign highlights the women in our lives and illustrates how USA Health is there for every key moment and milestone.

Lewis built the campaign on consumer research and stakeholder interviews with USA Health physicians and leadership, which shaped benefit messaging, competitive positioning, and the specialties featured in each service line.

Using Lewis’ proprietary audience intelligence tool, which combines AI and propensity modeling, the team mapped the customer journey for two groups in the Mobile, AL DMA: people showing early signs of an emerging need before any care relationship exists, and people with an active or recent relationship with a provider or condition.

The creative spans broadcast TV, OTT, streaming audio, paid social, SEM, OOH, and print, with continuity across assets designed to bring cohesion to the brand in the eyes of the community.

The work builds on a long-standing relationship. Lewis created USA Health’s current brand and website, usahealthsystem.com, around 2017, making this the agency’s second partnership.