The University of Kansas Health System leads with data to build marketing strategies that make important audience connections. Consumer research showed that both the health system and The University of Kansas Cancer Center were perceived as leaders in key attributes tied to academic medicine (think best doctors and nurses, advanced high acuity care and innovative treatment options). That said, the health system knows patients value personal, positive experiences while staff members also shared special, real patient moments that motivate them each and every day. This lead to a beautiful, people-centric campaign, elegantly underscored with The University of Kansas Health System’s clinical excellence.