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Canton-Potsdam Hospital (CPH) is dedicated to providing exceptional care to the community of Northern New York, including cancer care and treatment. CPH is committed to being a model for how healthcare should be delivered in a rural community, including providing excellent care and treatment facilities for cancer patients.
Adworkshop worked with CPH to develop a campaign that would highlight the "close to home" state-of-the-art cancer care and treatment facilities located at CPH and drive new patients and referrals. The campaign aimed to increase patients at CPH and referrals, as well as promote and generate awareness for the comprehensive oncology (chemotherapy and radiation) and hematology services at CPH, underscoring what has improved with the "new" center.
Each element of the campaign featured consistent messaging across multiple platforms including TV, print collateral, video and web ads, as well as print ads, and focused on a unique differentiator of the center. Print ads and brochures focused on the new facility and its state-of-the-art equipment, and supporting web banner ads ran on local news websites, while billboard signs reinforced core messages. An additional print piece about the center's physician mailer is set to launch, along with a video.
CPH's TV ads underscored their "close to home" campaign in creative and engaging ways. The "Ladybug TV spot" in particular featured a local cancer survivor speaking about going from city to city to get second and third opinions on her diagnosis. Her simple message conveyed how pleased she was to discover that the opinions of big city doctors were exactly the same as the doctors at CPH. That statement became the foundation for the TV spot, which shows a gentle and innocent ladybug circling back/coming full circle to CPH.
The Cancer Center has shown a significant increase in the number of patients utilizing its services and support from the community, and donations have poured in as the result of the cancer survivor's message.