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Built To Beat Cancer

NORTHSIDE HOSPITAL CANCER INSTITUTE

THE OVERVIEW

We helped a reputable community hospital brand identify a surprising barrier to long-term growth and leveraged the Super Bowl in a cost-effective way.

THE SITUATION

Despite Northside Hospital’s strong reputation and position as a valued community brand, awareness levels were very low for the Cancer Institute. With cancer rates on the rise, it was imperative we get the message out about NHCI’s world-class care available in Atlanta's backyard.

BLUE SKY THINKING

Through our discovery phase, we uncovered the powerful community of care that defines the Northside Hospital brand and the Cancer Institute’s compassionate approach to treating cancer. We also recognized that people engaged in a cancer battle demand authority, leadership, and results when seeking care. As a community brand, it was essential that NHCI address this very tension when communicating its message. This led us to a bold, technology-influenced campaign that highlighted the people at the center of this battle. And it led us to an integrated media plan that started with a local Super Bowl ad and expanded to include radio, outdoor, programmatic, search, and social media. This allowed NHCI to raise awareness overnight, and then continue the dialogue across all consumer touchpoints.

Kinetic Type Videos

RESULTS

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. We’re seeing our traditional media tactics driving online search behavior, which in turn helps us refine our data sets and retargeting tactics across all digital channels. Average call volume experienced a 15% increase since campaign launch. And positive reception of our audio series “Doctor Stories” is leading to rich social media and podcast content.

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