THE CLIENT
Augusta Oncology is a cancer treatment center in Augusta, GA, with a focus on providing community-based oncology to its patients. Community-based cancer care provided by Augusta Oncology incorporates all aspects of outpatient cancer care, like laboratory and diagnostic imaging capabilities, as well as chemotherapy and radiation therapy, in one convenient treatment center located within a patient’s community. This convenience allows patients to maintain a better quality of life and also helps them adhere to their therapy plan more consistently, which is vital to success of the treatment.
Augusta Oncology consists of board certified physicians who work together to provide continuous coverage to patients in the office, hospital, and after hours. They have 2 locations in Augusta in order to serve patients all over the CSRA. The practice is physician-owned – so they’re able to offer the most advanced treatments at the lowest possible cost to their patients. Augusta Oncology’s coordinated team approach, along with its dedicated support staff, helps patients contend with the clinical, financial, and emotional challenges of cancer treatment
so they can focus on healing.
THE MISSION
In late 2015, Augusta Oncology reached out to Mass Media Marketing for guidance with the practice’s marketing plan. Since 2008, Augusta Oncology had not experienced much annual growth beyond the national projected growth rate of 2%, and, during some years, they lost market share. While the number of consults increased each year, the practice’s growth rate remained relatively stagnant, ranging from 4% to -4% during the span of 2009 to 2015.
Mass Media Marketing was tasked with devising a completely new creative strategy for Augusta Oncology to be implemented in the first quarter of 2016. After extensive conversation and collaboration, we determined that Augusta Oncology needed a comprehensive marketing strategy to establish the practice as Augusta’s number one choice for cancer treatment.
THE PLAN
A new website focused on patient experience was a must, as the existing website utilized a “cookie cutter” template already utilized by hundreds of other cancer treatment centers. The site was cluttered, challenging to navigate, and not aesthetically pleasing. M3 planned the development of a brand new website for the practice to help showcase all of the benefits of Augusta Oncology, as well as provide resources for cancer patients and caregivers in the area for easy sharing of support group meetings, training documents and tools, and other helpful information.
At the launch of the new website, we began posting regular blogs and maintaining Augusta Oncology’s social media presence in an effort to continue the conversation with patients and their families beyond the doctor’s office. We also use these tools to ensure patients are thoroughly educated and always informed about every aspect their health, from the most up-to-date and effective cancer treatment options available, to community events.
We wanted to position Augusta Oncology not only as the area’s authority in cancer treatment but also a strong advocate for cancer awareness and prevention. By producing commercials that featured real, local patients and showing the doctors who care for them, potential patients could now put faces with the name Augusta Oncology and show that excellent and progressive cancer care doesn’t have to mean leaving the comfort of your own community.
These custom videos allowed a glimpse into the experiences of past and current patients, and their testimonials were all scheduled, filmed and produced on-site.
We also went to work on creating numerous collateral materials for Augusta Oncology. We produced everything from billboards and digital ads to ensure visibility, as well as brochures and videos that not only give an idea of services provided, but also address questions many new patients have when they first begin their treatment. We made it essential that all of the new collateral echoed the messages of success, and the convenience and comfort of getting quality cancer care in your own neighborhood from caregivers you can trust.
THE TOOLS
- New website development with a clean, easy-to-navigate layout, fresh professional photos of the physician team, staff members, and patients, relevant resources for patients & their caregivers, along with convenient access to a patient portal and online bill pay.
- High-definition video production to highlight the experiences of past and current patients.
- Print design that echoed the look, feel, and message of the website and television commercials.
- Hands-on social media management to better connect the practice tothe community.
THE PAYOFF
We wanted to position Augusta Oncology not only as the area’s authority in cancer treatment but also a strong advocate for cancer awareness and prevention. By producing commercials that featured real, local patients and showing the doctors who care for them, potential patients could now put faces with the name Augusta Oncology and show that excellent and progressive cancer care doesn’t have to mean leaving the comfort of your own community.
Since the implementation of their customized marketing plan, Augusta Oncology has increased their top-of-mind awareness in the Augusta market and took a significant portion of market share from its competitors. In 2016, Augusta Oncology’s annual growth was measured at 10% beyond the national growth rate of 2%, for a total annual growth rate of 12%.
