You have cancer. Those are frightening words. Figuring out what to do next and where to go for treatment can be confusing. When Texas Oncology hired LOOMIS as its advertising agency of record, our most important task was to create a brand campaign highlighting the important differences between the cancer-care provider and competitors.
With more than 220 locations across the state, Texas Oncology provides expert cancer care without the need to travel long distances. What made this unique point of difference even more valuable was the brand’s recognition of the vital role a patient’s support system played in their treatment. When patients chose Texas Oncology, they didn’t have to choose between staying close to those important support systems and getting expert cancer care. And as the coronavirus pandemic swept the globe, fear of traveling for treatment was one less thing Texas Oncology patients had to worry about.
LOOMIS positioned the brand with an unapologetic challenger brand stance rooted in Texas Oncology’s unique point of difference: with 500+ physicians at more than 220 locations across the state of Texas, patients don’t have to choose between expert care and staying close to the family and friends who provide them with emotional support. We needed to reinforce the importance of having the “best of both worlds,” connect the brand with that benefit, and create a campaign that would ring with that emotional truth.
The “Right Here” campaign tells this story from the points of view of the patient, as well as the people who love them. The 40-something daughter looking after her mother who has lung cancer. The grandmother diagnosed with breast cancer who can’t imagine being away from her grandchildren to receive treatment. The teenage son who doesn’t want cancer treatment to keep dad from cheering him on at his games.
The spots let us hear the patients’ thoughts and how they feel about their decision to receive treatment at Texas Oncology. We hear from a retired man working in his garden and a mom putting her little ones to bed to drive home how important it is for them to be able to seek treatment close by, where they won’t have to miss life’s everyday moments — the ones that are ultimately so important.
With defiant headlines and dramatic portrait photography, the executions tap into the raw, emotional strength Texas Oncology inspires in its patients by creating eye contact between the subjects and the audience. Subtle expressions of determination reflect their trust in Texas Oncology, and an inner hope that comes from knowing their loved ones will be right here.
The campaign messages and imagery are featured on a campaign-specific landing page and throughout the Texas Oncology website. The goal: highlight the grace and strength of patients and their families while reinforcing the brand’s point of difference with messages that speak meaningfully to the patient at whatever stage they are on of their cancer journey.
Since the launch of the Right Here campaign, Texas Oncology has seen a year over year 44% increase in web visits and a 36% increase in new patient appointment requests (via form fill or phone call).
We challenge underdog brands to think differently. We help them find their voice, and urge them to blaze new trails to make sure they stand out from the pack. Whether you need an agency of record or support on a project, we are here to help you win.
