Texas Oncology – “Right Here” Campaign
My Role
I helped concept the “Right Here” campaign and contributed to design and visual storytelling, helping shape a brand platform that connected deeply with patients and their families.
I helped concept the “Right Here” campaign and contributed to design and visual storytelling, helping shape a brand platform that connected deeply with patients and their families.
Challenge
A cancer diagnosis is overwhelming, and choosing where to receive treatment can be just as daunting. Texas Oncology (TXO) wanted to differentiate itself from competitors and communicate its key advantage: expert cancer care close to home.
A cancer diagnosis is overwhelming, and choosing where to receive treatment can be just as daunting. Texas Oncology (TXO) wanted to differentiate itself from competitors and communicate its key advantage: expert cancer care close to home.
Insight
With 220+ locations across Texas, TXO allows patients to get world-class treatment without leaving their support system behind. Especially during the pandemic, being able to stay close to loved ones provided comfort, stability, and peace of mind.
With 220+ locations across Texas, TXO allows patients to get world-class treatment without leaving their support system behind. Especially during the pandemic, being able to stay close to loved ones provided comfort, stability, and peace of mind.
Creative Solution
The “Right Here” campaign leaned into emotional storytelling, highlighting the lives patients get to stay close to:
The “Right Here” campaign leaned into emotional storytelling, highlighting the lives patients get to stay close to:
A daughter caring for her mother with lung cancer
A grandmother who refuses to miss moments with her grandkids
A father determined to cheer from the sidelines during his son’s games
Through television spots, portrait photography, OOH, social, and web, we captured raw, determined expressions and intimate moments of everyday life, reinforcing the message: You don’t have to choose between expert care and being with the people who matter most.
Results
44% increase in year-over-year web visits
36% increase in new patient appointment requests
A strengthened brand story built on hope, strength, and closeness
