2024-10-16 (Wed)
Los Angeles, CA — Healthcare innovation firm Ascend Partners and the U.S. independent physician network Seoul Medical Group (SMG) launched a new advertising campaign in August titled “Think Of You First,” created to express gratitude and appreciation to the Korean American community.
This campaign marks the first major brand initiative planned following Ascend Partners’ acquisition of Seoul Medical Group. Rolled out across television, print, radio, out-of-home, and digital platforms, the campaign was introduced as a three-part series: the initial “A New Greeting” phase, followed by “Because of You,” and a connected brand series highlighting SMG itself.
According to Calvin Hwang, Chief Marketing Officer of Seoul Medical Group, the campaign was designed to “express sincere gratitude to the patients and community members who have supported Seoul Medical Group over the past 30 years, while also reaffirming our commitment and responsibility to give back.”
The first phase, “A New Greeting,” which launched in August, drew inspiration from familiar Korean greetings such as “Have you eaten?”, “How have you been?”, and “Everything okay?”—expressions that, at their core, reflect concern for one’s health. Building on this cultural insight, SMG responded with a new greeting, “Are you staying healthy?”, signaling its intention to connect with patients in a warm, approachable, and culturally resonant way.
The second phase, “Because of You,” airing beginning in October, turns the spotlight back on the Korean American community, acknowledging that SMG’s growth into one of the leading medical groups serving the community is thanks to their trust and support. The campaign features nostalgic photographs and footage of first-generation immigrant businesses—such as laundromats, bakeries and delis, and one-hour photo shops—honoring the dedication and sacrifices of the immigrant generation that helped build the foundation of the community. In alignment with the upcoming Medicare Annual Enrollment Period (AEP), running from October 15 through December 7, the campaign also provides helpful and timely information for Korean American seniors.
The unifying slogan across the campaign encapsulates SMG’s core philosophy toward patient care. Designed using the initials of SMG in a format reminiscent of Korean consonants, the slogan invites audiences to read, remember, and connect with the message in an engaging and culturally familiar way.
“We are all children of first-generation immigrants,” said Hwang. “We’ve witnessed how hard they worked and how much they sacrificed for us. Everything we have today is because of them. Yet we’ve also seen how our parents’ generation is often overlooked and doesn’t always receive the care and support they deserve. ‘We Put You First, caring like family’ represents our commitment to honoring and giving back to that generation—and it serves as our guiding principle in how we care for every patient.”
Through its heartfelt messaging and thoughtful storytelling, the campaign seeks to foster deeper awareness of community and underserved populations in everyday life and broader social conversations. The response from the Korean American community has already been overwhelmingly positive, generating strong resonance and engagement.
Seoul Medical Group stated that it will continue to communicate its commitment to delivering high-quality healthcare while extending its positive impact through ongoing community care and social responsibility initiatives.