While East Texas Medical Center’s cancer treatment program was the first in the region, its share of voice was struggling as more competitors entered the ring. Without a strong brand message about its cancer care, ETMC was losing market share to those competitors. We were tasked with helping create a new campaign that helped increase patient volume and market share while regaining referral sources.
We developed a fully integrated campaign to reach East Texans wherever they were. Television, radio, print, web content, online ads, search engine marketing and social media were all leveraged together under the overarching campaign theme: Cancer care that revolves around you. Creative executions included personal stories about cancer survivors and the people who work in the cancer center told through traditional (radio and print) and social media. These personal stories – combined with the geotargeted online tactics – were aimed at sending a resounding message to hearts and minds throughout the community: This was the place to go to get personal, state-of-the art cancer treatment.
The campaign helped increase web traffic for the cancer website by 406 percent over the previous period while the digital and social media ads resulted in more than 7,600,000 impressions and 11,000 clicks.