Leonard Cancer Institute | Providence St. Joseph Health

Branding Execution Featured Strategy

Leonard Cancer Institute | Providence St. Joseph Health

We developed the Leonard Cancer Institute brand, including messaging, creative, and overall public perception, both traditionally and digitally, for the organization.

Task

Increase brand awareness, digital visibility and promote the launch of a state of the art cancer facility.

The Challenges.

Mission Hospital and Providence St. Joes were intent on opening a new cancer center and needed a new brand, identity, and a comprehensive communications infrastructure to convey Mission’s and LCI’s value to the community. LCI wanted to develop a unique brand that would position itself in a crowded marketplace of world-class cancer centers and create a destination location for a wide range of cancer treatments and services.

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Our Approach.

When we first partnered with Mission Hospital, we started by developing new messaging and conducting persona research to ensure that any community outreach would connect the brand’s core principles

We built out all LCI digital properties including the core website, donation platform, and social media frameworks. fine-tuned the cancer institute’s messaging with an new set of brand style guidelines that would differentiate LCI from other cancer institutes.

Only after these initial strategy steps did we move on to developing strategic campaigns. We created an editorial calendar that informed an omnichannel communications strategy that successfully introduced LCI to the community, effectively communicated LCI’s value proposition, and generated an elevated service uptake increase across LCI’s specialty offerings.

Project By Numbers.

Brand Buddha began working with LCI when it was just a new idea with nary a hole in the ground for the new facilities. The range of areas where quantifiable outcomes were produced was high.

Here are a few top line outcomes.

TV impressions

Out-of-Home Impressions

Total Website Visitors in 3 Months

Service uptake increase

Increase in social media engagement

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What We Built.

Brand Buddha’s creative teams designed and built a comprehensive website to showcase the LCI brand and cancer services and to provide direct access to the facility. Additionally, our strategy team developed an integrated marketing campaign using a mix of traditional and digital tactics to promote the grand opening of the Leonard Cancer Institute.

Digital Properties
Fundraising Platform

LCI website
Integrated donation platform with databased functionality
Social platform designs
Campaign landing pages

Analytics &
Optimization

We created a robust analytics platform for the entire LCI digital ecosystem.

This led to a deeper understanding of who was at the various stages of awareness, consideration, and conversion of a very complicated service uptake model. Additionally, it provided a roadmap to optimize the entire digital LCI experience.

Content/
Collateral

Content and messaging strategies/ calendars
100+ creative executions and content pieces

Awareness Campaigns

From a robust out-of-home campaign including billboards, an international airport experience, local malls, and bus stops, to regional PR campaigns, Brand Buddha was able to blanket the entire LCI service geography for more than six months ensuring message saturation across all key demographics.