Texas Oncology has been a loyal client of HCB Health’s for eight years. By 2013, brand awareness was extremely high for the community-based cancer treatment provider, thanks in large part to our previous awareness campaign.
Research showed that some people weren’t convinced that Texas Oncology offers the same advanced technology as some of its famous competitors.
With an innovative new TV campaign, HCB set out to communicate that patients can get advanced cancer care in their local communities without having to travel to a larger city.
Consumer brand awareness increased from 24.7% to 52.9%. Call center volume and website traffic increased nearly 50% year over year. And the campaign delivered an approximate ROI of 4.5 to 1 (new patient revenue-to-ad media investment).
With the launch of its WaveLight® Refractive Suite, Alcon wanted to build on the story of this advanced, integrated technology in a way that customers hadn’t experienced before.
Innovative technology meant we needed innovative tools to sell it. We wanted to deliver a tool that allowed reps to help surgeons experience the products (which were too large to physically travel) and that surgeons could download for further exploration.
We created native iOS iPad and Flash versions of an application that brings to life the features and functions of the WaveLight® Suite. Highlights of the app include interactive simulations, rich content including videos and animation, and a modular structure that makes adding new content easy.
Interviews with reps and surgeons reveal high ratings in both content and user experience, making it a go-to tool during sales conversations.