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.

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.”