UT Southwestern
Expanding Health Care Access
in South Dallas
Overview:
ABI developed an event concept, planned a calendar of activities, and activated a HealthFest event on Sept. 17, 2022, to celebrate the grand opening of UT Southwestern at RedBird.
Expand consumer reach into new markets (South Dallas and Fort Worth) by broadening the appeal of UT Southwestern’s health care offerings and cultivating more diverse consumers.
In July 2022, UT Southwestern opened a new outpatient medical facility in SouthDallas on the RedBird campus. This expansion south of I-30 was significant for a number of reasons. First, there is a glaring disparity in health outcomes in Dallas County. The life expectancy of Dallas residents south of I-30 is 20+ years shorter than that of those who reside north of this demarcation. Joining the innovative Reimagine RedBird Development was a bold choice for UT Southwestern. They renovated a 150,000-square-foot space formerly occupied by a Sears department store. In doing so, UTSW joined a nationwide trend of medical facilities taking over retail space in failed shopping malls.
Results
Grand Result
Our efforts helped UT Southwestern surpass its stated goal by 33%.
Results
1,000+
engaged community residents attended the event
Results
1,000+
new residents registered as
future patients
The grand opening HealthFest event was tremendously successful at engaging the community, drawing them into the new facility, and educating them on services, healthy lifestyles, and preventive care.
Campaign Deliverables
Strategy, Research, and Branding
Event Planning, Coordination, and Execution
Marketing + Advertising
Created inclusive messages to inform local residents about the new facility, highlighted the range of services offered, and invited everyone to the Grand Opening HealthFest event. Guided by the need to engage area residents and entice them to visit the new facility,
Guided by the need to engage area residents and entice them to visit the new facility, ABI developed an event concept, planned a calendar of activities, and activated a HealthFest event on Sept. 17, 2022, to celebrate the grand opening of UT Southwestern at RedBird.
The Grand Opening HealthFest activities were designed to maximize participation and to balance the delivery of wellness information with healthy lifestyle tips, delicious food, and fun activities for the community.
“Culturally, malls were built to be destinations for the community. They’re centrally located, highly visible, and they have lots of parking — all things we want to deliver for our patients. In RedBird, we recognized an opportunity to expand our footprint in Dallas and to have a vital presence in a community that has traditionally been underserved by the health care industry.”
~Marc Nivet, Ed.D.,
UTSW Executive VP for Institutional Advancement
“Talk with a Doc” meetings with UT Southwestern RedBird physicians
Watching healthy cooking demos from local chefs on plant-based diets and healthy restaurant-quality sides
Sessions about hypertension, healthy aging, mental health, aging parents, and stroke prevention treatments
Engaging with community organizations such as the YMCA, For Oak Cliff, Crossroads, Community Services, DART, Yoga in da Hood, and the Dallas Mavericks
Sessions about services offered at UTSW RedBird (services included are cardiology, infusion, imaging — CT, MRI, and X-ray, laboratory services, primary care, retail pharmacy, and women’s diagnostic services (mammography & ultrasound)
Wobbling and Line Dancing with the Moorland Family YMCA at Oak Cliff
Dallas Mavs Trainer
Workout Tips
Enjoying complimentary meals from local food truck vendors