CUTTING
THROUGH
CLUTTER

Launching New Technology
in a Crowded Market Place

SPARTANBURG REGIONAL HEALTHCARE SYSTEM
South Carolina's #1 Ranked Hospital

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Assignment

Already ranked #1 in South Carolina, the addition of the CyberKnife computer-based technology for cancer treatment elevated Spartanburg Regional Hospital to an entirely new level of patient care. Our integrated campaign announced that CyberKnife gives Spartanburg Regional a capability offered by only the finest hospitals in the country.

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Approach

We launched the campaign with print, radio, outdoor and digital, to be followed by television later in 2015. Despite its name, the CyberKnife is actually a non-surgical, pain-free treatment for patients with advanced stages of cancer. Our message was simple and hopeful: “CyberKnife, the only thing it cuts is cancer.”

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Result

In its early stages, the campaign has generated significant interest among patients and physicians throughout the region. Utilization is expected to continue to steadily increase throughout 2015.