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As a well-known regional hospital, Inova was set to open its new world-class cancer treatment center in Northern Virginia — the Schar Cancer Institute. Inova Schar wanted to shift perceptions from a community-oriented cancer facility to a nationally recognized comprehensive cancer care center.
The challenge
The Inova Health System is a trusted “community hospital” brand in Northern Virginia. Inova made a $150 million investment in a new state-of-the-art facility for its comprehensive cancer care center to serve the growing Northern Virginia region.
But would patients go to their “community hospital” for care when academic institutions like Georgetown and Johns Hopkins had cancer facilities nearby?
The solution
To break through the crowded market, we developed a multichannel media campaign focused on one central idea: “Cancer Care Built Around You” positioning Inova Schar as the best of both worlds – compassionate care to treat the patient and cutting-edge science-based care to treat the disease.
We supported the launch with live events as well as with a local, regional and national media relations campaign.
The impact
Leveraging a concentrated, multichannel media strategy, the campaign delivered over 97 millions impressions to build awareness.
1,184% new website sessions.
35% Increase in patient visits post-campaign.
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