Case Study: Moffitt Cancer Center restores patient preference with BVK

Moffitt Cancer Center restores patient preference with BVK since 2015

Moffitt Cancer Center, a leading cancer treatment and research institution, faced a challenge where its reputation for clinical excellence was not translating into patient volume. Despite patients stating a preference for Moffitt, they often defaulted to more familiar local hospitals when diagnosed, believing Moffitt was too specialized. This perception caused a loss of local and regional market share. The vendor, BVK, was engaged as their Agency of Record to address this marketing challenge.

BVK developed and launched a fully integrated campaign rooted in human emotion to reframe perceptions. The solution included creating the "Community of Courage" microsite and crafting the message "Your Courage Inspires Ours" to highlight the center's humanity. This campaign was deployed across a wide range of digital and traditional channels, including paid social media, broadcast TV, out-of-home, and paid search. The campaign successfully worked to convert patient preference into action and connect with people earlier in their decision-making process.

Moffitt Cancer Center