Even though City of Hope is one of the nation's leading cancer research and treatment centers, it faces formidable competition in attracting patients, recruiting top medical and research talent and soliciting donations. So how can City of Hope more clearly and effectively stand out?
Seriously ill people want more than comfort, they want to be cured. Top doctors and researchers want the best, most advanced technology. Donors want to give their money where it will make the most difference. What do these groups have in common? Our research found that they all share a belief in the power of science to save lives. Our work clearly positions City of Hope as the committed, singularly focused Comprehensive Cancer Center where scientific achievements are providing answers.
Our award-winning, fully integrated "Canswer" campaign has helped position City of Hope as the scientific leader it is in cancer research and treatment. Top talent from around the world pursue careers at City of Hope. Patient visits have increased 36% (and counting). And more lives are being saved every year.
Competitors were outspending Blue Shield 65Plus in marketing communications. Their advertising focused on the passive "Hold my hand" segment of the senior market or, at the other extreme, unrealistic "Super Seniors" sliding into third base. How could Blue Shield 65Plus stand out and generate more qualified leads at an affordable cost?
Seniors want a simple, no-nonsense product that gets the job done, and we helped position the 65Plus plan as such. We featured realistic, self-reliant seniors leading active lives without heroics or over-promises. All elements of the integrated campaign were direct response to provide a compelling call-to-action while making all response measurable... and improve-able.
65 Plus membership grew 108% in 3½ years, triple the category growth rate. Cost per lead and cost per appointment decreased significantly to the lowest levels ever for our client. Cost per lead in direct mail was 14% lower than before and beat all controls. The DRTV campaign also won healthcare industry awards for creative excellence.