Northside Hospital Cancer Institute
Challenge: Northside Hospital has a national reputation as a community hospital, but while highly regarded in the medical community, the Northside Hospital Cancer Institute needed to increase awareness and rightfully establish itself as a national leader in cancer care.
Blue Sky Thinking: When seeking care, patients and their families who are engaged in the cancer battle are seeking authority, leadership and results. As a community brand, we realized the key was to address this tension, leading us to a bold campaign highlighting the high standard of care within an integrated media plan that included a local Super Bowl ad, radio, outdoor, programmatic, search and social. NHCI’s mass awareness increased overnight and continues to see growth as the hospital that is Built to Beat Cancer.