UF Health Cancer Center - Orlando Health Bridge Campaign

Campaign 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 facility is housed in the state-of-the-art Charles Lewis Pavilion, a 220,000 square-foot structure. 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.

Previously, J. Robinson Group had worked with Orlando Health and UF Health to successfully transition the Cancer Center into its new brand identity of UF Health Cancer Center – Orlando Health. The goal of the bridge campaign was to further position UF Health Cancer Center – Orlando Health as the leading cancer center in central Florida including comprehensive treatment, research, education, and personalized care.

Business Challenge/Problem:

The transition campaign had an emphasis in the high clinical standards and excellent physicians of the joint UF Health/Orlando Health team. Having established skill and technical excellence, our challenge was for the bridge campaign to refresh existing media assets with a renewed emphasis on the patient experience and patient support and a special new designation awarded to the cancer center by the State of Florida.

JRG Solution and Implementation

Robinson Group proposed leveraging existing assets and creating new patient testimonials to add elements of compassionate care and personal relationships to the campaign narratives. The emphasis on care, compassion, and involvement was supplemented by continued messages about physician and clinical excellence – further distinguished by a new designation by the State of Florida as the first Cancer Center of Excellence in central Florida.

JRG organized photography and video shoots, coordinated patient testimonials and ran TV, radio, and print campaigns to support the patient-focused message.

  • J. Robinson Group leveraged existing assets and incorporate new patient testimonials with an emphasis on recovery, compassion and support.
    • Organized Photography and Video Shoots
    • TV
    • Radio
    • Print
    • Testimonials


The results of the UF Health Cancer Center – Orlando Health Bridge Campaign:

  • Increased market awareness
  • Increased new patient volume by 15%
  • Increased physician referrals by 6.2%