Texas Oncology has launched a new advertising campaign developed by healthcare marketing agency Loomis, based on commissioned research into patient preferences for cancer care providers. The research revealed that patients seek providers who combine compassion and trust with leadership in innovation, advanced treatment, and clinical expertise.
The "All Behind You" campaign emerged as the strongest platform after testing four creative concepts, balancing Texas Oncology's medical expertise with personal connection and empathy. The campaign follows five patients through their cancer journeys, depicting key moments from diagnosis through interactions with care teams, culminating as each completes treatment and returns to lifestyle passions with their care team's support.
The work introduces a new visual identity for Texas Oncology, including an updated logo, color palette, and messaging. The campaign is launching across a diverse media mix including digital, broadcast, print, and social channels. Austin-based photographer Inti St. Clair captured the campaign's still photography, helping bring the emotional narrative of patients and care teams to life.
This campaign represents Texas Oncology's dedication to patient care by focusing on cancer patients' journeys and the compassionate teams supporting them. The initiative aims to inspire hope and resilience while highlighting the organization's commitment to innovative treatment options. With a refreshed identity, Texas Oncology is positioned to continue impacting lives of individuals facing cancer throughout Texas.
The collaboration between Loomis and Texas Oncology demonstrates the importance of effective healthcare marketing in promoting awareness and access to vital resources for patients and families. Loomis is described as the country's leading challenger brand advertising agency and a top Dallas advertising agency for digital, social, mobile and user experience. More information about challenger branding, advertising, marketing, leadership, and culture can be found at https://theloomisagency.com/healthcare/.
