Focus group research conducted by HRB revealed a lack of awareness about the cancer care available at the Mercy Regional Cancer Center. People were surprised to learn that Mercy had such a high level of technology and expertise. It was time to change that.
To demonstrate Mercy’s technology capabilities HRB created a print and TV campaign that highlighted the center’s unmatched cancer care. It focused on three things that are particularly important when it comes to cancer care: the people, the passion and the technology. It explained, for example, how the Center helps beat the disease through the region’s first TomoTherapy image-guided radiation system.
Although results are still anecdotal, the campaign is generating increased patient visits. Follow-up quantitative research is planned to plot attitudinal changes about Mercy technology.
