A person coping with cancer or blood disorder wants to be cared for, supported, and informed. The Nebraska Hematology-Oncology marketing platform communicates the clinic’s focus on providing comprehensive and compassionate care, with patients as active and informed partners. The multifaceted campaign features print, outdoor, sponsorship, and a robust web presence.
Nebraska Hematology Oncology needed a logo that reflected its mission of guiding and supporting patients through the challenges of cancer and blood disorders. Pickering designed a logo that accentuated the positive and caring approach with the use of an abstract figure in a vibrant pose.
Pickering worked with Nebraska Hematology Oncology to create a campaign that captured its motivational nature while promoting the practice and doctors. The You Can campaign which emerged, originated from stacking the website’s URL: yourcancercare.com. By making the website URL the focal point of the campaign, Pickering was able to track the number of hits to the site and ultimately gauge the overall response to the campaign. The ads also featured the doctors’ photos, adding a more personalized approach to the message.
Billboards enlisted in the campaign continued the You Can theme. The concise messaging translated perfectly for the medium.
Pickering worked to create a website that acts as a resource for patients, with information about treatment, cancer types, and blood disorders. This in turn helps educate patients during a trying time in their lives. Information about the doctors is only a click away, reinforcing the practice’s commitment to exceptional care. The site was developed with analytics to help track hits and monitor activity.