Generated 2,400 qualified leads annually in the
designated market area.
Drove 1,000 people to the
community open house.
Increased clinic visits by 9% YOY.
Challenge: A new cancer center was to be opened with many new care options, of which, the public needed to be aware. We were faced with a common public view that cancer is irrelevant until it’s directly affecting them. The primary need was to develop awareness of cancer program while differentiating care.
Solution: We tracked UCHealth and competitor market share, messaging, and unaided brand awareness using tools like National Research Corporation’s brand reputation pyramid, Nielsen reports, and Meltwater. We interviewed patients and their families to learn about the emotional crisis they experience and what areas of care are most meaningful. The main differentiator was how the UCHealth program treats the whole person during every step of the cancer journey, from diagnosis, through treatment to survivorship.
The campaign focused on the emotion and lifestyle, moving away from feature-set comparatives. Using segmentation and personas, we crafted messaging that put the audience in the shoes of the patient (e.g. a spouse, a parent, a sibling, a child, etc.) to evoke a personal response. We backed this emotion with proof-points tied precisely to varied stages along the customer’s decision-making journey, from top-of-mind through point-of-need.
We engineered an integrated marketing campaign that featured real survivors overcoming the physical and emotional challenges of cancer to get back to what matters most to them. We managed a complex ad calendar and budget, fusing digital and traditional advertising including organic and paid social (Facebook, Twitter, LinkedIn), YouTube pre-roll, content marketing, display, landing pages, direct mail, and OOH.