UF Health Cancer Center – Orlando Health Brand Launch

Organizational Overview

For more than twenty years, Orlando Health’s cancer center has been a premier cancer treatment facility. Committed to using the latest research to develop personalized cancer treatment plans based on each patient’s unique genetics, the main Cancer Center is housed in the state-of-the-art Charles Lewis Pavilion, a 220,000 square-foot structure. In addition to 60 private, inpatient beds, the 10-story comprehensive facility contains all ambulatory and other services required for cancer care from diagnosis through treatment and follow-up. Patients benefit from a multidisciplinary team including board-certified surgeons, medical and radiation oncologists, pathologists, radiologists, nurses, therapists, researchers and counselors—supplemented by superlative cancer support and wellness offerings.

In December of 2013, Orlando Health announced it would end its licensing relationship with MD Anderson Cancer Center in Houston (MDA), and would enter into a full partnership with the University of Florida’s UF Health Cancer Center.  The new UF Health Cancer Center – Orlando Health would have 170 cancer physicians and scientists and see 10,000 new patients each year. In addition, it would give patients access to more specialists, drugs not previously available, and more opportunities for personalized cancer care based on genetics.  The transition took place officially on January 31, 2014.

Business Challenge

This exciting new partnership required a complete repositioning and rebranding, focusing on the benefits of the new partnership to Floridians. The process required compliance with regulations and guidelines set for the separation from the MDA brand and the formation of the UF Health Cancer Center – Orlando Health brand; a patient-focused approach to create an easy transition for patients; buy-in from all stakeholders to produce champions for the new partnership; the leveraging of best practices in operations, communications and marketing; and coordination with brand standards and existing collateral.

JRG Solution and Implementation

J. Robinson Group proposed a fully integrated, multi-channel campaign to announce, celebrate and implement the brand launch. The rebrand was planned and implemented within a very short timeline (with the holidays intervening), and the scope of the project was broad.

Elements included:

  • Digital assets (websites, social media, emails, ads)
  • Videos (announcement, physician introductions, subject matter information)
  • Advertising (TV, radio, print)
  • View Media and Digital Campaign Details
  • Communications (key messages, communications plan, media research and planning)
  • Signage (external, internal, banners, and way finding, at the main location and at four satellite locations) and interior décor
  • Attire for staff (lab coats, scrubs, dress shirts, polo shirts)
  • Soft goods/promotional items
  • Print collateral (referring physician materials, patient materials, forms, stationery, templates)Event and announcement (save-the-date, print invitations, food/catering, venue, theme, favors)

Results and Outcomes

J. Robinson Group secured agreement from all parties regarding brand repositioning, key messaging, and media and marketing plans. The effort was completed on time and on budget, and J. Robinson Group was approached for continued marketing and media support.

Highlights:

  • A very successful media event announcing the changes, with full press coverage, was held in mid-December.
  • Billboards, radio ads, and both cable and local television spots were launched in mid-January.

UFHCCOH Breast Cancer Survivor – Melanie – 30 Sec Spot

 

UFHCCOH Ovarian Cancer Survivor – Olivia – 30 Sec Spot

 

UFHCCOH Brand – 30 Sec Spot

 

UFHCCOH Next Day Appointment – 30 Sec Spot

  • A Cancer Support Community event was held in mid-January, with very strong attendance and media coverage.
  • Digital media was launched in mid-January, with banner ads and website optimization.

Following these activities were additional media placements and key events to reinforce the messaging.  The target audience saw or heard the campaign 50-55 times during the media buy period.

Additional Work:

  • All marketing collateral and forms were maintained during the transition and re-designed with the new branding.
  • The website was re-skinned using the new brand standards, and new videos were added for the launch while work was underway for a completely new website, which launched I 2015.
  • All patient and business-facing systems were updated with the new logo.
  • Letters were sent to all patients seen or scheduled between June 2013 and June 2014. Letters explaining the changes were also placed in all locations for patients and family members.
  • Additional community and donor events and supporting collateral were designed and implemented.
  • Staff attire was designed, created, and distributed.
  • Indoor and outdoor physical and digital signage, and branded interior decor at all facilities was created and installed.
  • Banners, table clothes, and other promotional items and soft goods (water jugs, lanyards, pens, blankets for patients) were created and provided.