MaineGeneral’s Harold Alfond Center for Cancer Care
Cancer incidences in Maine are on the rise, in part due to survivorship increasing throughout the state. MaineGeneral Health, who currently cares for 12% of Maine's cancer population, wanted to communicate to patients in the Kennebec Valley and surrounding areas that they don't have to travel south to get the care they need. The Harold Alfond Center for Cancer Care provides state of the art treatment and care close to home.
INDUSTRY
Healthcare
SERVICES
Case Study
Case Study
challenge
With the closing of some cancer centers in Maine, patients are finding less access to the care they need. Healthcare decision makers are looking for reassurance that there are trusted options and leading-edge technology to take care of their family and loved ones with cancer closer to home.
strategy
Position the Harold Alfond Center for Cancer Care as the cancer center of choice through an emotional patient journey that also highlights close-to-home convenience, skilled physicians, compassionate staff, and cutting-edge technology – all within Kennebec County, Maine.
execution
The campaign leverages the core message of “We’re With You” by building off two simple words “We’re Here.” The creative features a patient journey with real hospital staff and the cancer center to showcase the compassionate care that Mainers can receive close to home – helping them get back to what matters most after facing a cancer diagnosis.
outcome
The award-winning campaign, which ran across TV/OTT, Meta, Programmatic Display, YouTube and Radio, was in market for four to five weeks depending on the platform. Cable TV and OTT gained over 512,000 combined impressions. YouTube garnered 265,182 impressions and 95,603 video views, with a 36.05% view rate. Meta had 113,822 impressions and produced 2,082 ad clicks with a 1.83% click through rate. The campaign won a Golden Aster Award and a Silver Healthcare Advertising Award for 2023.