Second Opinion
OVERVIEW
When faced with complex diagnoses, traveling to the U.S. for treatment is an overwhelming, high-stakes choice for international patients across regions like MENA, Canada, and China. UCLA Health needed to position its Second Opinion offering as an essential gateway to diagnosis clarity. Rather than relying on simple promotional messaging, the objective was to remove friction, build trust, and accelerate patient decision-making through digital experience design and strategic brand positioning.
THE STRATEGY & FUNNEL
We built a dual-pillar campaign structure centered on "Certainty & Confidence" to transform patient doubt into actionable direction:
- Authority (Doctor-Led Narrative): Established UCLA Health specialists as premier authorities, emphasizing clinical excellence, advanced diagnostics, and cutting-edge treatments.
- Empathy (Patient-Led Narrative): Addressed the emotional weight of critical health choices using human-centered messaging focused on reassurance, partnership, and clarity.
- Experience Design: Engineered a streamlined digital journey featured on conversion-optimized landing pages, providing transparent guidance on cost, steps, and process to reduce onboarding friction.
CREATIVE & EXECUTION
The visual and content strategy bridged clinical rigor with human warmth. Adapting assets across multi-channel environments—including specialized platforms like LinkedIn and Elsevier—we reframed the Second Opinion service from an intimidating medical consult into an empowering, accessible step for global care seekers.
