Case Studies

Women review brain scan images in life science lab.

Illinois Medical District

Real Estate Authority Sparks Reaction in Life Sciences

Illinois Medical District is a unit of local government with zoning, eminent domain, building development and business application control. The campus has medical research facilities, labs, a biotechnology business incubator, a raw development area, four major hospitals, two medical universities and more than 40 healthcare-related facilities.

The Challenge

Brisk demand for lab space puts the IMD in regional, national and global competition. Purpose Brand’s remit was to position the agency as a credible convener of an influential, world-class healthcare innovation district.

The Solution

Purpose Brand introduced the public to the IMD’s vision as a life sciences hub. The team researched and designed a brand detailed message map and communication plan, then started to quickly expand awareness of the IMD locally and nationally in real estate B2B media.

Under the guidance of Purpose Brand, the new strategic positioning has exceeded expectations, bringing new developments to IMD and credibility to the IMD initiative with extensive media coverage. To date, the campaign has generated nearly 145 million impressions in publications as varied as ABC7 Chicago, Seeking Alpha and Crain’s Chicago Business. In addition, Purpose Brand researched, produced and promoted a 7,500-word anchor content that not only explained the importance of the life sciences in Illinois, but also communicated a plan for statewide and citywide involvement and public-private partnerships. 

As COVID started, Purpose Brand became an early participant in working with the IMD in announcing COVID 19 as a state and national issue preparing Chicago for a lockdown. Finally, Purpose Brand worked directly with IMD brokers to develop a plan to secure interest in onsite development for both retail and business.


Download Report

As soon as you submit the form, we will send to you a link to download our report.