Human Progress Has No Finish Line
UF Health & Team USA Campaign
As Marketing Manager for UF Health’s collaboration with the U.S. Olympic & Paralympic Committee (USOPC), I led marketing and communications efforts for the multi-million-dollar Human Progress Has No Finish Line campaign. This was the first unified brand campaign for UF Health across all four regions (Gainesville, Jacksonville, Central Florida, and St. Johns) and represented a complete repositioning of the health system through its national designation as a Team USA Medical Center.
My role included project management of all marketing deliverables, overseeing campaign messaging, ensuring cross-channel consistency, and coordinating internal and external partners (creative agencies, media buyers, and UF Health’s in-house production team). The result: a highly successful integrated health care marketing campaign that boosted brand awareness, drove measurable consumer preference, and generated national media coverage.
Goals
- Reintroduce UF Health’s brand after pandemic-era stagnation.
- Increase awareness, brand image, preference, and ad recall across Florida.
- Leverage the USOPC partnership to align UF Health with the excellence of Team USA athletes.
- Differentiate UF Health from competitors by showcasing unique proof points (sports medicine care, mobile stroke units, AI in medicine, transplant leadership).
- Build employee pride and engagement with a systemwide campaign.
Strategy & Execution
- Messaging & Creative Direction: Partnered with DeVito/Verdi to launch the Human Progress Has No Finish Line campaign and tagline, tying UF Health’s medical excellence to Team USA’s pursuit of greatness.
- Integrated Media Mix: Oversaw rollout across TV, digital, print, social media, radio, out-of-home, and internal channels.
- In-House Production: Collaborated UF Health’s creative services team to produce campaign videos and athlete testimonial content — saving hundreds of thousands in costs.
- Athlete Storytelling: Coordinated with Olympic and Paralympic athletes (Grant Holloway, Grace Norman) to share authentic care experiences.
- Employee Engagement: Helped direct an internal six-week preview campaign with contests, giveaways, and co-branded merchandise, achieving over 60,000 visits and $200,000 in sales.
- Media Relations: Worked with our media team on national and regional PR efforts, which secured placements in The New York Times, Forbes, WebMD, Associated Press, TODAY, CBS News, and Fox News.
Results & Impact
In just four months, the campaign generated measurable success across every market:
- Digital Performance:
- 37M+ impressions
- 265,000+ clicks
- Facebook reach ↑ 41.7% | Instagram reach ↑ 123%
- Instagram followers ↑ 63.8% (2,000 new followers)
- Brand Metrics (NRC Health):
- Gainesville: Preference ↑ 19.6%, Brand Image ↑ 12.7%
- Jacksonville: Preference ↑ 5.4%, Brand Image ↑ 7.5%
- Central Florida: Ad Recall ↑ 19.1%, Brand Image ↑ 12%
- Leads & Engagement:
- 18% increase in direct-to-consumer leads in Q1
- 10,000+ employee contest entries
- Over $200K worth of co-branded items sold at cost
Why This Matters
This campaign demonstrates the power of strategic health care marketing, sports sponsorship marketing, and integrated brand storytelling when executed with precision. As project manager, I ensured alignment between leadership, creative, media, and internal stakeholders to deliver a campaign that:
✔ Elevated UF Health as a national health care brand
✔ Achieved record-setting digital engagement
✔ Strengthened internal culture and pride
✔ Differentiated UF Health in a competitive market
My Role in Marketing Leadership
As the marketing project lead, I was responsible for:
- Campaign strategy execution and cross-team coordination.
- Managing relationships with external agencies (DeVito/Verdi, Trickey Jennus, MBB).
- Ensuring timely delivery across dozens of campaign assets and channels.
- Aligning internal creative, leadership goals, and external messaging.
- Overseeing metrics tracking, reporting, and optimization.
This experience highlights my ability to lead large-scale, multi-million-dollar marketing initiatives — ensuring measurable ROI and seamless collaboration across complex organizations.
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