Problem How do you raise awareness in a highly competitive landscape? Solution Use OOH formats in high profile areas to reach potential patients and in - crease brand recognition. Background In 2009, USC University Hospital and USC Norris Cancer Hospital commis- sioned a market research study revealing very few Los Angeles residents have heard of the hospitals. Low levels of consumer awareness made it dif- ficult for the hospitals to improve patient volume. USC University Hospital and USC Norris Cancer Hospital share a market with many outstanding hospitals, many among the most recognized in the region. Many consumers who claimed to know of the hospitals actually mistook them for LAC+USC Medical Center. Objectives The primary objective was to improve awareness of USC’s private

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