Maastricht UMC+

Communication Strategy Technology

Maastricht UMC+

From Explaining to Experiencing

Challenge

How do you make the world of a university medical centre both tangible and appealing to tomorrow’s professionals? For its open day, Maastricht UMC+ aimed not just to inform, but to inspire. No predictable rows of booths in the lobby, but an experience designed to spark curiosity of families, pupils, and students alike. At the same time, the concept needed to do justice to the unique character of this academic medical centre: the integration of patient care, education, research, and prevention. The challenge was to merge all these dimensions into a single experience that showcases what Maastricht UMC+ stands for: the power of knowledge, collaboration, innovation, and compassion.

Idea

Six real-life medical stories formed the backbone of the “Do & Experience Day.” Visitors were invited to step into the shoes of patients. From diagnosis to treatment and aftercare. Using a specially developed app, floor markings, and audio fragments, they followed a patient’s journey through areas not usually open to the public. At each stop, disciplines, technologies, and staff came together to create a personal, interactive, and authentic experience. These stories gave a human face to abstract themes like science, prevention, and innovation. What sets Maastricht UMC+ apart became tangible: an academic medical centre where care, research, and education meet in humanity.

Result

The new format was a bold move, but it transformed the open day into an experience that resonated and connected. Nearly 4,500 visitors of all ages discovered the world of the medical centre from within. More than ever before. Internally, the concept sparked pride, as staff were able to share their expertise from their own trusted workspaces. It made the care and innovation of Maastricht UMC+ feel close and real, showing how knowledge and compassion come together in every moment of contact. The result is a university medical centre that not only opens its doors to what happens inside but also to what lives within.

Quote

I didn’t lose a single night’s sleep over it, because I knew Zuiderlicht was thinking along every step of the way. MUMC+ is so rich in stories through its knowledge and care, we didn’t have to make anything up.

Awards

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