Built To Beat Cancer
NORTHSIDE HOSPITAL CANCER INSTITUTE
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.
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 Video
With a brand health tracker now in place NHCI will be able to gauge and optimize key metrics like awareness, message recall, and competitive positioning over time. A revamped digital experience will also provide better insight into how NHCI can support the community with information and access to doctors. And we’re already seeing that our traditional media tactics are driving online search behavior, which in turn helps us consistently refine our data sets and retargeting tactics across all digital channels.