Strategic Segmentation
St. Vincent’s Comprehensive Cancer Center (SVCCC)
 

ORGANIZATION
St. Vincent’s Comprehensive Cancer Center (SVCCC) is a high-quality outpatient cancer center, tucked into New York City’s Chelsea neighborhood.

CHALLENGE
Because the market for cancer services in New York City is so competitive, SVCCC faced tough competition with powerful brands like Memorial Sloan- Kettering and New York-Presbyterian. The challenge was to create a distinct, differentiated brand, increasing consumer awareness and growing market share — all on a limited budget.

SOLUTION
Discovery sessions, physician interviews, competitive analysis, and comprehensive marketing planning resulted in a new multimedia branding campaign highlighting breast, prostate, and lung cancer services. Faced with SVCCC’s limited budget, our strategy was to “own” SVCCC’s downtown market and prevent the neighborhood population from out-migrating to the uptown hospitals. By focusing the geographic target down to the square block, we were able to increase frequency, make a lasting impression, and grow market share.

Memorial Sloan-Kettering and New York-Presbyterian had a reputation of being large and impersonal. The images created for SVCCC were distinctly downtown Manhattan and reflected the personality of the community in a way they would respond to and find comfort in. The media mix included New York-specific channels such as customized building wraps and transit posters at targeted stations. We also completely revamped their Web site to make it more user friendly and reflect the soul of the campaign.

RESULTS
Immediately, calls to SVCCC for Breast Imaging increased by 163% and by 19% overall. Web site visits increased 82%, and more than 68% of patients listed the marketing effort as their referral source.

CREATIVE
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