Case Study  |  Moffitt Cancer Center

Using Courage to Combat Cancer

The Challenge

Despite being ranked among the top 20 cancer facilities in the U.S., Moffitt was losing market share to local, less capable cancer hospitals. They needed to overcome a perception that Moffitt was clinical, lacking in humanity, and a place for only the most extreme cases.

  • The Solution

    Getting beyond the medical breakthroughs, the science and the skilled doctors, we chose to celebrate a powerful human quality: Courage. We tapped into the core human truth that when faced with a crisis like cancer, people want to find the strength to fight for themselves.

    The result was an online resource called the Community of Courage, home to dozens of powerful video and photo stories celebrating our patients’ courage. Here people could share their own journey, get information and find solace.

    Our integrated campaign extended the power of courage, taking the emotionally higher ground to change hearts and minds when presented with the decision for cancer care.

    The Results: During first 6 months of campaign...

    Increase in new patient calls

    12%

    Increase in new patient online registration

    81%

    Increase in self-referrals

    18.6%

    Increase in volume growth

    8.4%

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