Cancer Centers of North Carolina
2006 ReBrand 100 Winners > notableIndustry: Hearthcare/Pharmaceuticals - Below: Before Images, Rebrand Images, Summary, Credits Summary: Challenge – For 28 years, Raleigh Hematology and Radiology Group had provided top cancer care to area patients. However, after spending the past 14 years housed in a local hospital, their brand recognition was at an all-time low. As they readied to move into their own freestanding facility, under the name Cancer Centers of North Carolina, they needed more than new business cards. They needed a strong, independent brand. Strategy - Cancer Centers of North Carolina’s agency conducted competitive research and strategic planning sessions with practice stakeholders to determine the positioning and value proposition for the new center. The agency then created brand personality and key messaging to drive an awareness campaign that included regional advertising, referring physician outreach and patient recruitment. Result - The brand development efforts for Cancer Centers of North Carolina have begun to build momentum for the new facility, which officially opened its doors on August 8, 2005. And, brand expansion is already under way to include partner practices in Asheville, NC. Credits: Client: Cancer Centers of North Carolina - www.cancercentersofnc.com Creative Firm: R+M Agency - www.rmagency.com Lead Brand Strategist: Greg Norton Art Direction & Design: Shawn Gillen Art Direction & Design: Chris Holleman Creative Director: Shawn Gillen Copywriter: Carol Muth Photographer: Scott LeVoyer [back] |
