Clients > Leever Cancer Center

Scope of Work: Scope of Work: Brand Advertising, Media Planning & Buying, Consumer Research, Theme Line Development, Direct-to-Physician Promotion.

Website: http://leevercancercenter.org

In Waterbury, Connecticut, something extraordinary happened in October 2002. The two leading hospitals, Waterbury Hospital and St. Mary’s Hospital, arch-rivals, came together to create a free-standing, state-of-the-art cancer center to serve the 15-town catchment area. The result of this unprecedented union is the Leever Cancer Center.

To strategically position the center, PlowShare leveraged the fact that when it comes to fighting cancer, nothing beats the healing power of two hospitals. The theme line became: The Leever Cancer Center, with the healing power of two hospitals. This campaign is an example of a paid media effort.

To create awareness of Leever and generate physician referrals, PlowShare initiated a two-step campaign. Part one was to reach out to the physician community via a direct mail program, letting them know about Leever. Part two was using newspaper and television advertising to reach both doctors and the patient community.