The US Oncology Network
The US Oncology Network is a collective of 1,380 independent physicians dedicated to delivering value-based, integrated care to cancer patients.
The US Oncology Network is supported by McKesson Corporation, whose coordinated resources and infrastructure allow doctors to focus on the health of their patients, while McKesson focuses on the health of their practices.
Objective
To break through the clutter of competing cancer care advertising activity and differentiate themselves from their local and national competitors. This campaign and associated assets will primarily be used by practices to acquire patients.
Since cancer diagnoses are generally unexpected and occur without warning, generating awareness (in advance of diagnosis) plays a critical role in driving future patient and caregiver preferences.
Approach
Move beyond the standard cancer advertising formula of hero physician profiles and advanced technology shots.
Address and overcome awareness and perception issues – many patients assume that hospitals offer better care, broader support, and more resources.
Given that practices in The Network are each branded separately and sometimes feature different specialties, this campaign must be adaptable and locally “ownable.”
Results
Delivered a complete set of customizable creative assets on time and on budget that also met the client’s specifications.
Assets included 8 Display ads; 2 Print ads (horizontal, vertical); 10 Social ads (5 themes, square & rectangle); 1 Radio spot (fully produced & scripted); 2 Outdoor layouts (horizontal, vertical); 1 Television spot (:30, customizable); 2 Social cutdown videos (:10 & :15).
Program Gallery
