Marketing Plan Development, Brand, Digital and Advertising Campaign & Content Marketing Strategy & Implementation

Company City of Hope Hospital / Sector Healthcare, Hospitals, Cancer Patient Treatment

Reinvigorating a Flagging Brand with Distinct Positioning, Branding, Content & Advertising, Appointments Up ⇧ 23%

by Christopher Vickers, Atlanta-based Brand, Advertising + Content Marketing & Communications Strategist & Creator

Background In the battle for patients, high-performance talent and tens of millions per year in corporate and private donation, City of Hope - a world-class biomedical research, teaching hospital and treatment center for cancer, diabetes and other life-threatening diseases - was losing ground to local and national competitors.

Kommah McDowell,

Breast Cancer Survivor

Opportunity Although customer research showed City of Hope was well-known for its compassionate patient treatment and care, it was not well-known for its scientific discoveries and innovation. Few in the patient, donor and medical community were aware of City of Hope's tremendous success in bone marrow and islet transplantation; of its breakthroughs in cancer-fighting drug development and insulin, or of its clinical research which has created and sped new therapies from bench to bedside. Our own research showed a strong correlation between this science, patient enrollment and public and private donation.

Dr. Yuman Fong, M.D.

Surgical Oncologist

Approach In order to change perceptions and achieve enrollment goals, it was critical that a new campaign maintain the brands' attributes for compassionate treatment and care while elevating scientific discovery and innovation. The campaign theme "The Miracle of Science with Soul" was born, blending the way patients ‘cured’ of cancer feel - "It was a miracle" - including the critical attributes of science and soul (compassionate care). An integrated campaign was built around the dramatic true stories of real patient-survivors and the scientists and physicians who discovered and delivered innovative treatment.

Jim Murphy,

Esophageal Cancer Survivor

Outcome At the end of the first year results included improved familiarity and consideration, a more relevant and magnetic brand and significant increases in patient enrollment and donations, all attributed to the campaign. Brand awareness grew five percent, which in the crowded Los Angeles market was deemed by City of Hope leadership to be a success. The campaign also improved perceptions of City of Hopes’ renown for:

-“Cutting edge science and research” up 30%

-Being a "leader in the fight against cancer" up 41%

Dr. Stephen J. Forman, M.D. Hematologist-Oncologist

-Being a "place that saves lives" up 38%

As importantly, internal tracking revealed 17% growth in outpatient appointments and 8% growth in inpatient appointments. Intent to donate increased 10 percentage points (up from six percent to 16%) and online donations grew 23%. City of Hope leadership, including the Board and Chief Medical and Scientific Officers deemed the effort a success.

Company City of Hope (w/agencies)