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


    Increase in new patient online registration


    Increase in self-referrals


    Increase in volume growth


    More Healthcare Case Studies


    Hawaii Health Connector

    Hawaii Five-Oh Yeah. Insuring more in a state that's mostly insured.

    View case study

    New Mexico Health Insurance Exchange

    There may be no tougher marketing challenge than convincing Millennials to buy health insurance. The New Mexico Health Exchange proves that sometimes, laughter really is the best medicine.

    View case study

    ProHealth Care

    How do you convince consumers that your health system treats people better than its competitors? ProHealth Care shows how you earn respect by listening.

    View case study