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Texas Oncology
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 relevant decision drivers for both clinical and consumer targets. The resulting brand drivers were used to inspire a variety of brand campaigns that were tested online against each audience to yield field-tested insights and improve the final “I CAN” campaign. HC&B recently evolved the look and feel of the campaign by incorporating a leather background to expand upon the spirit of Texas.
Results
- Benchmark research has tracked a 24% awareness gain for the brand in the face of declining awareness for all other competitors in the category.
- Patient volume has increased at a rate of 10% each year.
- Call center volume has increased at a rate of over 47% year-over-year.
- Website traffic has increased at a rate of 50% year-over-year.
