Advertising — Institutional — Broadcast
You have cancer. Those are frightening words. Figuring out what to do next and where to go for treatment can be confusing. Our most important task was to create a brand campaign highlighting the important differences between the cancer-care provider and competitors.
With more than 210 locations across the state, Texas Oncology provides expert cancer care without the need to travel long distances. What made this unique point of difference even more valuable was the brand’s recognition of the vital role a patient’s support system played in their treatment. When patients chose Texas Oncology, they didn’t have to choose between staying close to those important support systems and getting expert cancer care. And as the coronavirus pandemic swept the globe, fear of traveling for treatment was one less thing Texas Oncology patients had to worry about.
We positioned the brand with an unapologetic challenger stance rooted in Texas Oncology’s unique point of difference: with 500+ physicians at more than 210 locations across the state of Texas, patients don’t have to choose between expert care and staying close to the family and friends who provide them with emotional support. We needed to reinforce the importance of having the “best of both worlds,” connect the brand with that benefit, and create a campaign that would ring with that emotional truth.
The “Right Here” campaign television spots let us hear the patients’ thoughts and how they feel about their decision to receive treatment at Texas Oncology. We hear from a retired man working in his garden and a mom putting her little ones to bed to drive home how important it is for them to be able to seek treatment close by, where they won’t have to miss life’s everyday moments — the ones that are ultimately so important.
The LOOMIS Agency
- Executive Creative Director — Tina Tacket
- Creative Director — Kim Smith
- Copywriter — Michael Tuggle
- Art Director — Zach Dominguez
- Film Editor — Tim Bird
- Account Director — Christina McKinney
- Brand Manager — Sarah Yeager
- Score Composer — Paul Loomis
- Musician — Tre Nagella
- Sound Engineer — Tre Nagella