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Challenge

Texas Oncology practices marketed themselves as local entities, never as a statewide institution. Despite Texas Oncology’s size and scope, research revealed that awareness of the brand among the key target audiences was very low. HC&B’s challenge was to distill Texas Oncology clinical strengths and patient experience into a brand identity to differentiate the practice from competing institutions.

Solution

Referring physician and patient insights
HC&B used focus groups and attribute ranking to discover decision drivers that were relevant to both clinical and consumer targets. The resulting brand drivers were used to inspire different brand campaigns that were tested online against each audience to yield field-tested insights and improve the final “I Can” campaign.

Results

• First year pre- and post-campaign revealed significant awareness increases, especially among key demographic targets
• The campaign is now implemented on a consistent basis in all local markets
• Patient loads are tracking with plan
• The campaign itself won a prestigious national Medical Marketing & Media gold award