Built To Beat Cancer 2.0
NORTHSIDE HOSPITAL CANCER INSTITUTE
We announced Northside Hospital Cancer Institute as the dominant force in the cancer care marketplace, but in year two saw an opportunity to hone in our their national leadership and expertise across cancer types.
In the first phase of the campaign, we established Northside Hospital Cancer Institute as a compassionate, comprehensive cancer center with the size and strength to serve Georgia. Research showed that while this was effective in increasing awareness, there was an opportunity to further emphasize Northside’s leadership and expertise in specific cancer types.
BLUE SKY THINKING
Through the second evolution of our Built to Beat Cancer campaign, we positioned Northside as a team of experts in specific cancers who provide some of the best personalized care in the country. No other hospital system can match the size of the NHCI network or the number of elite specialists and leaders in their field. When we say we are Built to Beat Cancer, we let the numbers boldly speak for themselves.
Multiple media channels are increasing awareness and engagement with NHCI and its digital properties. Our digital campaign is surpassing its click goal by 41% and garnering an above average CTR, and year over year, call center volume is up an average of 42%. With a brand health tracker in place, NHCI is able to gauge and optimize key metrics like awareness, message recall, and competitive positioning over time.