The Dana-Farber/Brigham and Women’s Cancer Center “You Have Us” campaign earned a Silver award for Integrated Campaign of the Year in the 2014 Healthcare Marketing IMPACT Awards sponsored by Modern Healthcare and Advertising Age. It was also awarded a “Best of Show” designation and two Golds in the 31st Annual Healthcare Advertising Awards. And, it brought home a Bronze in the 2014 Telly Awards.
We’re certainly proud of these accolades. What makes our advertising so successful is the strong strategy behind it.
Dana-Farber/Brigham and Women’s Cancer Center Case Study
When Dana-Farber/Brigham and Women’s Cancer Center hired SPM in 2012, the organization already had a glowing reputation. It is one of the top cancer centers in the country, ranked by U.S. News & World Report as #1 in New England and #5 in the U.S. Although clearly a highly regarded cancer center, the institution felt it was not growing at a rate commensurate with its reputation and the high level of care it delivers. Its struggles were further compounded by the presence of other nationally renowned hospitals providing outstanding cancer care in the same service area, as well as community-based centers offering cancer treatments.
Consumer research with former patients, along with an extensive series of interviews with medical staff, provided insight into how to best position the cancer center in a way that would stoke interest into the hospital’s offerings.
What we concluded from this research is that cancer patients worry they’ll be given a “one-size-fits-all” treatment plan, when in reality every person and every cancer is unique. What these patients neither know nor appreciate is that the best cancer care—that is, the kind of care that Dana-Farber/Brigham and Women’s Cancer Center is uniquely qualified to deliver—is highly customized to the specific type of cancer that the individual has. It is treatment designed specifically for that person and that person alone, not for anyone else.
In summer 2013, we launched the “You Have Us” campaign consisting of TV, print, radio, web banners and a microsite, YouHaveUs.org. Here are just a few pieces of the campaign.
To read more about this campaign in Modern Healthcare, click here.
Modern Healthcare, in conjunction with its sister publication Advertising Age, named SPM Marketing & Communications the 2014 Healthcare Marketing IMPACT Awards “Agency of the Year.” In addition, the agency received Gold and Silver in the Video Campaign of the Year Category, Gold in the Digital Campaign of the Year category and Silver in the Integrated Campaign of the Year category. For more information on the winning campaigns, visit the news section of our website.
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