What They Were Up Against
Founded in 1988, Cancer Treatment Centers of America was the first oncology hospital to offer integrated, whole-person cancer care. Embracing their entrepreneurial spirit, CTCA focused on growing their network of hospitals to bring their unique treatment model to more people. Their only form of advertising was unpolished DRTV. They lacked a clear brand vision and strategy to compete with more established hospitals with strong clinical reputations. They needed a true point-of-difference that would resonate with patients and position them as a better alternative to traditional medicine.
What We Did To Help
We uncovered gaps between audience desires and traditional hospital offerings. A key creative insight was that nothing could capture what makes CTCA so special better than the inspiring, hopeful stories of survival as told by the patients and their families. We developed a creative strategy around one of CTCA’s true differentiators – compassionate, patient-focused, innovative cancer care. We evolved from DRTV to an integrated, multi-channel campaign.
Work we did:
- Brand/Strategic
- Planning
- Advertising Online/Offline
- Digital
Video
What happened next.
CTCA expanded from a single hospital to a five-hospital national network. 87% of new patients were a direct result of our efforts. CTCA achieved 97% national US household awareness and attained the #6 brand ranking in the 2016 BrandIndex Survey of America’s Best Perceived Brands.