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News / February 7, 2023

Shine United Takes Healthcare Marketing Campaign to the “Masterpiece” Level

Remarkable Patient Experiences Through a Relentless Pursuit to Propel Human Care

Inspired by the uplifting and unique patient journey, as well as ongoing innovation in health care, Shine United, an agency known for creating forward-thinking solutions for its clients, is excited to announce the launch of its “Masterpieces” campaign for UW Health.

Taking a different approach to marketing within the health care industry, Shine’s creative team focused on the patient experience. Leaning into extensive patient research acknowledging what patients most desire from their health care providers — to be seen, heard, and recognized as individuals — Shine was able to bring to life UW Health’s vision and philosophy, literally showing all patients as the beautiful works of art they are. By using bold, out-of-the-box narratives, sleek design elements, customized music, and energetic color palettes, the campaign emphasizes the complexities of being human. It’s a representation of patients’ hopes and goals for their health, with a layered artistic appeal. “Masterpieces” creatively speaks to the individualized quality of care, empowerment, and comprehensive treatments UW Health provides.

“So much of health care marketing looks, feels, and sounds the same: heroic doctors, flashy technology, cliché patient portrayals. It seems easy to lose sight of the ‘why.’ But that one-size-fits-all mentality has expired. The patients — their unique backgrounds and future ambitions — are what it’s all about,” said Samantha Smith, managing partner and executive creative director at Shine United. “The ‘Masterpieces’ campaign is disruptive in the health care market’s approach to storytelling. We set out to prove that UW Health champions a different approach to health care innovation — one entirely inspired by patients. The stories we created aren’t about charts, facts, and figures. They highlight humans as complex beings, with multifaceted lives that need to be understood as part of the health care journey. By honoring that every single human is a masterpiece with their own story, we took UW Health’s commitment to personalized care to the next level.”

About Shine United
Shine United is a $51 million independent advertising, design, and digital agency located in America’s Heartland — Madison, Wisconsin. Best known for its innovative brand positioning and creative firepower, Shine has been tapped by such brands as Harley-Davidson, Mizuno Running, Discover Card, Amazon, Kohler, Festival Foods, Toppers Pizza, Winston Fly Rods, Carver Yachts, and UW Health. Shine was named one of the best small agencies in the country by One. A Magazine, and one of the best places to work in the country by Outside Magazine. Shine’s work has been featured in Communication Arts, Print, Graphis, Ad Age, and The New York Times.