Primacy

We went hyper-local for South Shore Health, grounding the campaign in what the community already recognized and trust. The message landed: world-class care isn't in Boston, it's right here.

"The Smarter Choice For Care” introduced a bold, modern brand voice that gave patients permission to stop assuming they had to leave home for world-class care.

Five stories of strategy, creativity, and campaigns that changed perception.

The University of Kansas Health System was navigating rapid growth, acquisition-related complexity, and a major EMR transition. The deadline was fixed. The digital experience still had to move. This eHealthcare Strategy & Trends article details how Primacy helped shift the work toward targeted, iterative improvement rather than a long, disruptive redesign cycle. That approach fit the reality of healthcare digital experience work: clinical priorities, provider data, location complexity, governance, accessibility, patient journeys, and technology constraints all moving at the same time. Proud to see The University of Kansas Health System featured here, along with our own Daniel Campagna, on how this approach created momentum without waiting for a full rebuild. The strongest digital experience strategy is not always “start over.” Sometimes it is knowing where to intervene first. 🔗 https://lnkd.in/gsPG9qPp

Excited to see our sister agency Mediate.ly heading to the Healthcare Marketing & Physician Strategy Summit next week in Salt Lake City. If you're at HMPS, find Andrew Perry and learn about their Healthcare Leadership virtual roundtable series launching May 14. It's a small group, no-pitch format built for honest conversation among peers (exactly the kind of dialogue healthcare marketing leaders need right now). Comment "HMPS" on their post if you want in. #HMPS #HealthcareMarketing #Roundtable

When free tuition is your competitor, adding features won't save you. Gustavus Adolphus College made a different call. Instead of trying to out-convenience the competition, they went more specific. More themselves. The website stopped trying to serve everyone and started helping the right students (the ones with what we lovingly call the "Gustie Gene") recognize they'd found their place. That meant stripping navigation down to three jobs: Explore. Visit. Apply. It also meant building a brand experience worthy of students who are allergic to marketing fluff. And it meant asking a harder question than "how do we get more traffic?" (which is: "what should someone feel 30 seconds after landing here?") Clarity turned out to be the competitive advantage. See how it came together in this case study. Link in comments. #HigherEdMarketing #BrandStrategy #WebsiteStrategy #HigherEducation

Yale has an Authority Score of 75, which by legacy SEO standards is elite. It's also trailing Cornell by more than 70,000 mentions across the AI models now shaping how students research schools. We're calling this the Authority Paradox: the point where institutional prestige and AI-era visibility split apart. Ryan Sylvestre traces that gap to structural decisions rather than brand in his analysis. Yale's digital presence is distributed across dozens of independent subdomains with inconsistent architecture, so AI models trying to resolve "Yale as an entity" are assembling it from fragments. Cornell has built a dense, high-frequency footprint anchored in structured, real-time data that AI models can easily ingest and cite. Prestige alone doesn't close that kind of deficit. AI systems don't weigh authority the way search engines did. They respond to density, coherence, and freshness. An institution can be one of the most recognized brands in the world and still be underrepresented in the answers shaping a student's consideration set. We published a full breakdown here: https://lnkd.in/e-GK2TiN

Our work with Cornell University - College of Human Ecology has been named a #Webby Awards People’s Voice Winner. 🥇 Not just recognized. Chosen by the public. This recognition reflects what happens when a digital experience connects with the audience it was built for. Thank you to everyone who voted and supported us! And congratulations to the Primacy team for the well-deserved win. See the work here: https://lnkd.in/eVQQN5ud

We’re currently sitting in 2nd place at the Webby Awards with less than 24 hours left. This is one of the most competitive categories in digital, and the work we did with Cornell University - College of Human Ecology is right there. If you’ve been following what we’re building at Primacy and believe in the kind of work we’re pushing into the world, this is a quick way to support. Voting takes about 5 seconds. Vote here ➡️ https://lnkd.in/ecemyk_8

Our work for Cornell University - College of Human Ecology is currently in 1st place for The Webby Awards People's Voice Award. Voting closes April 16 (two days!) The site was designed around how CHE actually thinks: interdisciplinary, human-centered, built to ask bigger questions than a traditional college site. That earned the nomination. The rest is up to the public. Link in comments. 🔗 Every vote helps! #Webbys #HigherEd