the brand problem: stanford is already known for its highly ranked university status, breathtaking college campus, california location and renowned health system with wicked smart doctors. In fact, stanford is known for giving the fIRST SUCCESSFUL ADULT HUMAN HEART TRANSPLANT IN THE U.S. and THE FIRST COMBINED HEART-LUNG TRANSPLANT IN THE WORLD. but do patients, consumers and average folks outside the stanford circles know about stanford's healthcare? Up until today, The academic medical system has been lacking a powerful online digital presence, social community and everyday loyal following. Most patients have been referred by family or friends, or just visited stanford for health emergencies. so how does stanford expand its reputation to online and offer more channels, communities and platforms for information, tools, tips & advice?
my challenge: Increasing awareness of the award-winning system amnong national and international audiences and patients.