Reframing perceptions.
Restoring preference.
Moffitt Cancer Center
Brand Video + Out of Home + Print + Digital
Agency of Record since 2015
In Florida, Moffitt Cancer Center had a reputation for clinical excellence but that wasn’t always enough to drive action. Patients often said they would choose Moffitt but when facing a diagnosis, they defaulted to more familiar, local options. Many believed Moffitt was “too specialized” for their needs.
How It’s Relevant
Despite being one of the nation’s top cancer research and treatment institutions, Moffitt was losing local and regional market share. Community hospitals were winning routine cases by default and competitors were mimicking Moffitt’s fact-based messaging, making differentiation difficult.
End Goal
Convert preference into patient action, both for complex cases and more common diagnoses. Expand volume by connecting with people earlier in their decision-making process and reinforcing Moffitt’s role across the full cancer care journey.
What We Did
- We launched a fully integrated campaign rooted in human emotion, supported by real results.
- Developed the Community of Courage, a microsite featuring patients, physicians, and staff sharing their stories.
- Crafted the message “Your Courage Inspires Ours” to elevate Moffitt’s humanity and leadership.
- Deployed across digital and traditional channels:
- Paid social (Facebook, Instagram, Snapchat, YouTube)
- Broadcast TV, radio, and Pandora
- Print and out-of-home
- Direct response TV
- Paid search and digital display
