Hartford HealthCare MSK Cancer Alliance

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Insights

As Hartford HealthCare began announcing their charter membership in the new Memorial Sloan Kettering (MSK) Cancer Alliance, a major challenge became clear: Communicate news about the partnership without appearing that Hartford HealthCare needed MSK, or that Hartford HealthCare wasn’t already a premier provider of top cancer care in Connecticut.

Ideas

The big idea for the campaign stressed that it’s not good enough to help a patient survive cancer. To beat cancer, you need to get ahead of it — and stay ahead of it — together through collaboration, research and the alliance between MSK and HHC.

The integrated marketing campaign kicked off with teaser print ads and social media posts referencing a Super Bowl TV commercial that would make a “game-changing announcement for cancer patients.” Two :30 spots aired four times during the local breaks of the 2014 Super Bowl. The spots drove to a dedicated microsite, togetherahead.org. In addition, the campaign featured:

• social media outreach
• two :30 TV commercials
• a series of four campaign print ads
• a monthly newsletter            
• email template                 

Impact

The campaign resulted in an increased awareness of the HHC/MSK alliance, driving:

• 3,300 visits to the newly launched http://togetherahead.org, and 50 percent more “likes” for the HHC Facebook page
• A 42 percent increase in online searches for the term “Hartford Healthcare” in February 2014 vs. February 2013
• Increased call volume into the HHC Cancer Connect line