Case Study: University of New Mexico Health System builds public trust and secures funding with RDW Group

University of New Mexico Health System wins 62% tax approval with RDW Group

The University of New Mexico Health System faced significant public perception challenges and financial pressures, including a critical tax referendum that was projected to fail. Many viewed it solely as a safety-net hospital, which hindered its ability to secure funding and attract patients. The RDW Group was engaged to provide strategic branding and marketing communications to address these issues.

RDW Group implemented a patient-centered branding campaign that shifted the focus from technology and physicians to powerful, authentic stories told by actual patients. This approach humanized the institution and built emotional trust. The results were significant: the tax referendum passed with 62% approval, a 40-point swing, and UNM's cancer care ranking rose to #1 in New Mexico. The campaign also helped exceed fundraising goals and supported physician recruitment.

University of New Mexico Health System