The Challenge
Perhaps more than any other service line, oncology marketing seems to rely on cliches more than any other. Warrior terminology and war metaphors abound. Instead, we challenged our team to break from this traditional battleground approach. We set out to develop a hopeful, empowering, brand-appropriate concept to make a more powerful connection with audiences.
Deliverables
- Market Research
- Competitive Review
- Brand Positioning & Strategy
- Brand Identity & Standards
- Content Creation
- Video Production
- Website Development
- User Experience
- Media Planning and Buying
- Integrated Traditional and Digital
- Dashboard Reporting
The Ignition Process
Discovery
While West Cancer Center has the highest awareness and preference scores in Memphis, the oncology facility has the ambitious goal of becoming a nationally recognized, NCI-designated cancer center.
Strategy
Following an internal brainstorming and market research study, we established a communications plan to align with the facility’s long-term goals. For an approach to the messaging, data revealed that Memphians seek providers that inspire an optimistic, confident message of hope supported by clinical expertise.
Creative
From this messaging platform, we created the WEst CANcer campaign. The focal point of the new multi-channel marketing effort included a fully reimagined web experience for patients, donors and clinicians.
Metrics &
Refinement
Since the launch in February 2018, the campaign has achieved impressive results, generating more than 600,000 impressions and over 16,000 new website visitors. Most recently, West became a founding partner of One Oncology, a nationwide partnership of oncologists and industry leading experts.
