The Art of Medicine from University of Colorado Hospital and Cactus
When Cactus launched the University of Colorado Hospital art print series three years ago, their goal was to connect with leaders in the medical industry in the United States and position UCH among the top hospitals in the nation, demonstrate leadership in academic medicine and highlight the hospital’s world-class research and outcomes.
Engaging leading doctors through direct advertising is no small task — they are the recipients of approximately $20 billion worth of materials from the pharmaceutical industry annually. In the first two years of the series, Cactus created frame-able art prints highlighting advancements and outcomes in specific service lines and mailed them to a large audience.
This year, Cactus and UCH wanted to better track interest in this ongoing series. Rather than printing a large run, they decided to create a high-end, limited-edition letterpress poster of the Hippocratic Oath and ask doctors to order their complimentary print. The Hippocratic Oath represents the core values that unite medical professionals and healers around the world. Replicating this solemn pledge with age-old letterpress printing methods made sense. The care and attention to detail used in this technique mirrors the quality of care and the art of medicine practiced at UCH.
To garner interest in the print, Cactus created a direct mail piece to detail its creation and showcase photography. Additionally, they produced a short film detailing how each print was hand-cranked on a 1961 vintage Vandercook proof press. The video is hosted on the landing page at UCHprintseries.com. Outcomes in four key service lines were featured prominently on the landing page.
The approach worked. Within a week of the campaign launch, UCH was overwhelmed with requests and all 300 prints from the first run were taken. With hundreds of additional requests streaming in, UCH is considering a second printing.