TROY, N.Y. (PRWEB) January 23, 2018
Smith & Jones was recently recognized by the Cancer Awareness Advertising Awards. The agency received gold for both total advertising campaign, and radio series for their work with White Plains Hospital.
The Hospital selected Smith & Jones to develop the cancer campaign in response to two significant market developments. The goals were to build awareness for the Hospital’s all new cancer facility, and to defend marketshare against a large national competitor that had just opened down the street.
Smith & Jones’ Creative Director, Sara Tack, explained the agency’s strategy: "Our creative messaging positioned White Plains Hospital as the choice for uncompromising people; where cancer patients could receive both excellent clinical care and a better, more personalized patient experience. We introduced this strategy through multiple executions, focusing on two remarkable patient stories and a highly-skilled lung cancer team."
The campaign was a success on many levels. Besides winning gold in the Cancer Awareness Advertising Awards, the campaign generated volume for the cancer program, driving a 38% increase in thoracic surgery consultations and a 24% increase in consultations and visits to the cancer center. It also built visibility for unique services that were relevant to the community, such as screening for the BRCA1 gene mutation in a population that carries an elevated risk of breast cancer, and resulted in a 40% increase in genetics counseling consultations.
The multimedia campaign featured two patient stories, told through long-format web videos, and promoted in digital and mass media. One of the patients, a twelve year breast cancer survivor, described how her doctor’s involvement and personalized care developed into a close, trusting relationship.
The second patient, a young woman recently married, came to White Plains Hospital for cancer assessment. After genetic testing and counseling, she took proactive steps to reduce her breast cancer risks before starting a family. Both stories demonstrated the high level of clinical expertise and personalized care that distinguishes White Plains Hospital.
The Cancer Awareness Advertising Awards (CAA Awards) is the nation’s most elite competition dedicated specifically to the promotion of all cancer products and services. Only advertising and marketing projects that are designed, printed, published and/or distributed for the sole purpose of cancer awareness can be entered into the annual awards program.
About Smith & Jones
Smith & Jones is where healthcare brands come to get better. We help our clients create meaningful and desirable healthcare brands, align their internal teams, engage new and existing patients, and drive downstream revenue.
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