As OncoLogics’ agency of record for over 4 years, the Russo Group helped brand OncoLogics as a leader in cancer treatment throughout the state and beyond. Through trade publications, national public relations efforts and a community based branding campaign, OncoLogics continued to grow both in size, capabilities and superior staff. Their most recent acquisition was theTomoTherapy Hi-Art System, making them one of only a handful of cancer treatment facilities in the world to utilize such technology.
Challenge: OncoLogics is a regional cancer treament facility with locations throught Louisiana and Mississippi. The challenge OncoLogics faced was overcoming perceptions that the best cancer treatment could only be found in larger metropolitan areas. The reality was that OncoLogics had some of the most advanced technology available anywhere. The problem – no one seemed to be aware they even existed.
Insight: Our research showed that patients recover better and faster when they are able to receive treament close to home, and that patients who were treated at OncoLogics were extremely loyal and impressed with their personal approach and investment in treating their cancer.
Solution: The “Treating Cancer Personally” campaign helped to emphasize the high tech equipment and processes that could be found locally while subtly reinforcing the additional benefits of local care. In addition, a grassroots styled marketing effort helped to establish OncoLogics as a local partner in the fight against cancer.
Results: As a result of the comprehensive grassroots branding initiative Russo developed, Oncologics experienced an increase in physician referrals, with most of those referrals attributed to consumer request. New patient goals for the campaign were surpassed by 122%. An employee recruitment effort had to be launched quickly following the launch of the campaign to assist with the volume shift.
In addition, For three consecutive years, Women’s and Children’s Hospital, OncoLogics’ partner in an ongoing breast cancer awareness campaign, has seen an increase of over 30% in mammograms scheduled as a direct result of their strategic partnership with OncoLogics. Approximately $396,000 in earned media was obtained over the course of the campaign.
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