Urgency

Located in Tampa, Moffitt is at the very forefront of cancer centers worldwide and is the only NCI-designated Comprehensive Cancer Center based in Florida. Knowing a patient’s first choice is their best chance at beating cancer, Moffitt operates with urgency and continually reinvents traditional models of how cancer research is funded, conducted, and ultimately integrated into care delivery.

Significant shifts in consumer healthcare needs and preferences, coupled with events like the COVID-19 pandemic, have forever changed how healthcare is delivered. Recognizing heightened consumer anxieties, staff burnout, and escalating demand for specialized cancer care, Moffitt revamped its messaging strategy to one that matches the urgency their team works with every day to address consumers' needs. Teaming up with BVK, Moffitt launched a creative rebranding and integrated marketing campaign to blend brand awareness with an aggressive lead-generating effort to ensure target audiences have an opportunity to receive the care they need from onset.

The new messaging meets consumers where they are, highlighting the urgency and expertise with which Moffitt treats all patients. By engaging both symptomatic and asymptomatic audiences, Moffitt seeks to bolster awareness and consideration of its brand across Tampa, Expansion, and Statewide markets.

In its first year (July 2022 – June 2023), the campaign's performance exceeded engagement and conversion goals. Performance highlights include:
• 699MM+ impressions across mass media, digital & social tactics
• 40% YoY increase of digital engagement (clicks)
• 66.5% YoY increase of social new-patient campaign conversions
• 6.9MM new users to Moffitt.org (goal was 5.9MM)
• 10.6% YoY increase of new patient qualified leads (intakes)
• 6.6% YoY increase in patient volume (goal was 5.9%)

In year two (July 2023-June2024), the focus of the campaign shifted to awareness and consideration. Performance highlights include:
• 896.9MM+ impressions across mass media tactics alone (115% increase YoY)
• 7.1% YoY increase in patient volume (goal was 6%)

Moffitt Cancer Center's response and brand platform exemplifies not just adaptation, but leadership in navigating unprecedented healthcare challenges. Moffitt's proactive approach sets a compelling standard for healthcare innovation and patient-centric care.