UPDATED: So I found an official release on the Doctors of USC website about the new campaign and I now have more details.
Swanson Russell broke work for "a new integrated advertising campaign designed to market its private hospitals to consumers." Swanson Russell, who first worked on the Doctors of USC campaign launched this campaign with "the objectives of the marketing campaign are to
create awareness of and preference for USC University Hospital and USC
Norris Cancer Hospital, the two private hospitals that USC acquired
from Tenet Health in April 2009." Swanson Russell won the review of the consolidated USC Hospitals (rumored to have beaten Ogilvy & Mather and The Richards Group.)
The consumer ad campaign includes a series of portraits of 6 highly respected doctors and the concept is "built around the historically significant and storied two words that form the USC athletic rally cry: Fight On." The photography was taken by Geoff Johnson of Malone and Co. The campaign work shows a close portrait along with an environmental for each doctor and the doctors at work-everything from surgeries to patient consultations. The goal was to capture emotional moments of doctors and patients.
The campaign elements are as follow:
out-of-home billboards and wallscapes, which will be seen in locations throughout the Los Angeles metropolitan area and Orange County. A high-impact ad display will be featured in Los Angeles' Union Station beginning at launch and continuing through January
radio spots in an initial six-month term on 14 radio stations throughout the L.A. listening area
digital banner ads promoting the hospitals and key service lines on WebMD and LATimes.com
brand print ads in the Los Angeles Times and local newspapers throughout Los Angeles and Orange counties
online paid and organic search promotion through Google Adwords and Google, Yahoo and Bing search engines.
- a new website uschospitals.com