Client: Anova Cancer Care
Project: Comprehensive Rebranding, Renaming Campaign
Planning/Goals of Project:
Anova Cancer Care (formerly Denver CyberKnife) engaged Armada to create a comprehensive rebranding and lead generation campaign to support their recent name change. The direct-response lead-generation campaign was supported by a multimedia broadcast, newsprint and magazine advertising media buy, as well as an aggressive SEO campaign, and launched in early summer 2012.
Extensive consultation with our client and its physician outreach representatives revealed that, although the company had been marketing its services for several years, patients were generally uninformed of the benefits of CyberKnife treatment. For example, consumers were consistently surprised to learn that CyberKnife treatment is just as effective as other forms of cancer treatment; can be completed in five sessions; is non-invasive; and does not produce the typical side effects associated with surgery or other forms of radiation therapy. In short, the company had failed to find an advertising message that resonated with patients, accurately explaining the technology or effectively raising their expectations about cancer treatment.