Moncrief Cancer Institute

Healthcare

Cancer. The word is enough to halt most in their tracks.

It is a disease that affects us all and we will each witness someone live with during our lifetime. This biological villain seems to be impossible to vanquish completely. But sometimes our heroes need us to help support their mission, to rise up as a community and prove that our collective efforts can result in a greater impact than any individual endeavor. This is exactly the purpose of the Moncrief Cancer Institute Report to the Community: to connect individuals with the community they help and empower more people to join the fight against cancer.

Every four years, the Moncrief Cancer Institute produces a Report to the Community that educates the public about their latest advancements in cancer treatment. The goal of the report is twofold: to generate awareness about preventive care and access to cancer treatment, and encourage donations, so that they can better serve their patients and community – because when we all fight, we fight for all. 

People are at the heart of the Moncrief Cancer Institute and it was important for us to highlight the real people that are at the forefront of our society’s battle against cancer. Each person in the report features a community partner, volunteer, UT Southwestern / Moncrief physician, caregiver, and past or current patients. The report brings to light the personal stories of cancer patients and survivors and illustrates how Moncrief has helped individuals living with cancer and established itself as a premier resource in the global fight against cancer. 

The Moncrief Cancer Institute Report to the Community is a vitally important article that inspires hope in the face of a constant uphill battle. It encourages communal support and raises money for survivor services and early screening for those that would not otherwise have access to care. In short, it inspires everyone in the community to take a stand against cancer. Because if we face it together, we can end it together.

Acne is the most prevalent skin disease in the United States, yet most of us don’t see the struggle that happens beneath the surface. For Acne Awareness month, our client – a major global pharmaceutical manufacturer –  wanted to educate the public and healthcare providers about the unseen emotional realities of acne.

We created an unbranded educational campaign with the goal of combining the data and the human element to show people with acne that they are not alone and empower them through a sense of community. Beyond educating the general public, it was important to connect healthcare providers to the patient experience. By showing them the daily struggles of people with acne, healthcare providers can begin treating acne beyond the surface and focus on healing the individual in full.

The result is a powerful campaign that brings a silent battle to the surface and shows people struggling with acne that they are not isolated with their feelings.

When COVID-19 first struck the United States, people weren’t sure what to think or how to appropriately respond. This left a void of reliable information, and The University of North Texas Health Science Center at Fort Worth – a medical research center and university – saw an opportunity to step forward as a reliable source of scientific information that people could trust. Since the Health Science Center had recently unveiled its rebranding efforts, the timing was perfect to build awareness and positively impact the community.

Avoiding Fear and Promoting Optimism

The public is saturated with dire warnings and doomsday scenarios about COVID-19. While the health and safety intent is noble, many of the messages cause stress, anxiety, and fear, and the emotional effects of these campaigns can muddy the facts and leave the community confused about the realities of COVID-19. The situation required someone to step up, take the lead and empower the people of North Texas with reliable messages and accurate information about COVID-19. Instead of creating something that leads to confusion and fear, why not urge optimism through clear information and encourage preparation?

Producing Against a Deadline and Beneath Quarantine

The seriousness of the coronavirus required truly timely messaging. With that urgency in place, our team had to be nimble and responsive and put together a comprehensive campaign that would inspire community-wide participation in safer lifestyle changes. To complicate matters further, we earned this new business opportunity while our entire team was in the first stages of working remotely and adjusting to the new normal of professional life under quarantine. These circumstances challenged us to strategize quickly, and the nature of creating accurate messages about COVID-19 implored us to execute with extreme accuracy.

Goals:

  • Change attitudes about living during a pandemic from fear to resilience.
  • Educate and empower cautious optimism and offer practical and informative guidance and resources.
  • Leverage the credibility of HSC as the messenger and aggregator of content.
  • Expand HSC’s influence on North Texas by positioning them as dependable sources of reliable information about COVID, and healthcare at large.
  • Improve HSC’s brand awareness and impact in North Texas.

The Solution

COVID-19 is a serious disease that requires people’s earnest respect. Unfortunately, that has created an atmosphere of negativity, and disempowerment that makes people feel like they’re being told what they can and cannot do every single day. People are worried about their jobs, concerned for their family and friends, and lack a clear direction and information about where the situation is heading.

The pervasiveness of negativity and the ultimate feeling of powerlessness led to the creation of the COVID DAYxDAY campaign, which empowers people to be optimistic and pragmatic during these uncertain times. When we created this campaign, we wanted to change the public’s general attitude from fear to resilience. We understand that people feel down, powerless, and pessimistic about the future, so our challenge is to help our community get through this one day at a time – and that’s where DAYxDAY was born. Our ultimate goal is to meet our audience where they are emotionally, and encourage a positive attitude shift with hope, optimism, and science-based guidance that can protect the individual – and our community – from the coronavirus. We needed to do all of this while under a brief, three-month campaign period. 

A Comprehensive Educational Campaign Tailored for North Texas

We built the DAYxDAY campaign with the guidance and partnership of the Health Science Center team. DAYxDAY provides north Texans with reliable information about how to safely navigate the world during the pandemic and offers important community updates to the people of North Texas. In fact, education is at the heart of the DAYxDAY campaign, and one of the core objectives is to encourage healthy lifestyle changes to help prevent the spread of COVID-19. To centralize this information, we created coviddayxday.com – a microsite under the Health Science Center umbrella purely focused on sharing COVID-19 content.

We formed strategic partnerships with Texas news leaders like The Dallas Morning News, Fort Worth Star-Telegram, and local organizational partnerships with the City of Fort Worth, Visit Fort Worth, the Fort Worth Chamber of Commerce, United Way of Tarrant County and Camp Fire First Texas to tap into relevant supporting content and leverage our partners’ audience for improved campaign exposure. To ensure that we shared a wide breadth of valuable information, we carefully selected the type of content we shared from each partner so that we could create a comprehensive informational hub tailored to the needs of North Texans.

Our campaign content matrix uses a blend of organic content, partnership content, paid and organic social media, and earned media to make certain that our message reached the widest local audience possible. Furthermore, the microsite exists in English and Spanish to better communicate with a third of North Texas, which is Spanish speaking.

Tactical Activation:

  • Developed a fully integrated digital campaign to build awareness and drive traffic to the Health Science Center’s COVID-19 resource page.
  • Built a new microsite to consolidate and share relevant COVID-19 content.
  • Encouraged opt-ins and built an integrated CRM and text audience.
  • Developed new content and repurposed existing content through the new microsite.
  • Continued awareness-building and built opt-ins through multiple digital platforms.
  • Expanded geographic targeting to cultivate a larger audience for UNTHSC and make a larger impact on the community.

Results: In just 3 months, the DAYxDAY campaign generated:

  • Nearly 10 million media impressions served
  • Over 1 million people reached through social channels
  • Over 100,000 pageviews on the COVID DAYxDAY website
  • Over 70,000 unique website visitors
  • Email, display advertising and paid social media performance each greatly exceeded industry benchmarks

An Ongoing Battle

The coronavirus pandemic is far from over, and we’re still working to encourage people to take the necessary preventative measures to protect themselves and our community. It’s an honor to be part of a creative campaign that educates and empowers our North Texas home, and we feel fortunate to play a role in helping to keep our community safe and healthy. As a result of our shared success, we’ve expanded the initial campaign agreement into a broader, long-term initiative for the UNT Health Science Center at Fort Worth.

One of the most thrilling challenges is helping a client launch a new product, which is exactly what we did for the TearCare® system by Sight Sciences.

Goals

  • To introduce a new brand to a growing market
  • Capitalize on a market opportunity with disruptive technology
  • Improve the lives of patients by getting a new product that targets the underlying cause of dry eye into the hands of eye care professionals

Analyzing a New Market

Before launching any new product, it’s critical to have a deep understanding of the landscape and the potential competitors or challenges within the market. For TearCare®, we performed a thorough analysis, through both primary and secondary research, of the overall healthcare environment, the eye care submarket, the competitive set and TearCare® ’s differentiating attributes. We came away with some incredibly useful data.

There are 40 million dry-eye sufferers in the United States, and of those, 86% have some component of Meibomian Gland Dysfunction (MGD). We discovered that most of the existing dry-eye devices are cumbersome to administer to patients, take the precise control out of the doctors’ hands and are expensive for a practice to adopt.

Because of the way TearCare® was designed, and its philosophy to address the root cause of dry eye with a combination of leading-edge technology and doctor skill, we saw this is a huge position of value for TearCare® – and that’s where we began crafting our strategy.

A Different Kind of Healthcare Product

Traditionally, the treatment of dry eye disease has been done with large pieces of stationary equipment that requires the patient to keep their eyes closed and doesn’t fully allow the eye care provider (ECP) to fine-tune the procedure to their specific needs.

Even newer entrants into the market addressed the condition in impersonal or intimidating ways, potentially leaving the patient and the ECP with a sub-optimal approach. In addition, the market leader is incredibly capital intensive and presents a challenge to eye care practices to meet their business goals. These conditions created a perfect combination for a company and a new device to address dry eye differently.

Enter TearCare® – the most unconstrained way to target the underlying cause of dry eye – and make real headway – in evaporative dry eye disease.

TearCare® is the world’s first blink-assisted device that applies heat to the eyelids to remove blockage associated with Meibomian Gland Dysfunction. It’s a wearable, blink-assisted design that offers a universal fit across various patient lid anatomies and delivers consistent thermal energy to prepare meibum for clearance by an ECP. It does so in a system that doesn’t require a steep financial investment in a large piece of equipment. All of this informed the final positioning of giving healthcare providers and patients freedom.

Launching a Product to Disrupt the Market

Launching a brand-new product is incredibly exciting but introducing one that will make the entire market take notice can be exhilarating.

We helped take TearCare® to market with a fully integrated marketing and advertising strategy that focused on the freedom TearCare® gives patients and ECPs, differentiating the device from others in the space.

We utilized a blend of paid, owned and earned media channels to deliver the primary campaign messaging. We designed a new website to act as the central hub of information about TearCare® and helped educate healthcare professionals about the new device with trade show activation, sales support materials, and practice-building resources.

This entire campaign was aimed at educating ECPs, introducing them to a new way to treat MGD, and helping them get the device and training needed to begin helping patients. As the campaign began to rollout, the results were astounding.

Results

  • Brought brand new, disruptive product to market
  • The number of new accounts opened in year 1 was 3 times that of the nearest competitor

Make Life Better

Healthcare work is always incredibly rewarding because it allows our team to help connect healthcare professionals to patients in need. For Sight Sciences’ TearCare® device, we were able to help connect healthcare professionals to a new device that targets the underlying cause of dry eye and make life better for those suffering from a chronic degenerative disease.

Most prescription savings cards cover a narrow scope of treatments, which overcomplicates the savings process. As a result, patients are often left confused about how to redeem savings and may end up actually paying more for their prescriptions. Discounts change frequently and branded products are not always covered, leading to patients and providers losing confidence in the cards and programs themselves.

Galderma CareConnect is a patient savings program that consolidates Galderma’s prescriptions into one savings portal that’s accessible for patients and “Remarkably Simple” to use.

Goals:

  • Build awareness of the savings program among qualified patients.
  • Make the program easier to access for patients.
  • Inform more potential patients about their eligibility for the program.

Strategy & Execution

Schaefer led the Galderma CareConnect launch with a few key strategic imperatives: communicate the scope of Galderma prescriptions covered under the program and quickly build awareness of the program among patients, healthcare providers, and pharmacists. We developed a comprehensive, multi-channel campaign around the tagline “Remarkably Simple.” This included traditional advertising, digital ads, video, paid digital media, display targeting, customized email marketing as well as personal and non-personal sales support.

Connecting Patients with Care

At the core of this comprehensive campaign was GaldermaCC.com, a centralized location for information about the savings program. The site was strategically developed to communicate key information to each of our core audiences:

  • Patients – Information about savings, ease of use and a great opportunity to quickly download a GCC card.
  • Healthcare Professionals – Key points to share with their patients when prescribing Galderma products, information about pharmacy access and a portfolio of products on the card.
  • Pharmacists – Information about patient eligibility.

The website follows a clean design and user-friendly navigation to make the user experience just as “Remarkably Simple” as the Galderma CareConnect program itself. In addition, the website utilizes a seamless API to connect directly with the card provider, so that a unique card can be generated in just seconds when the user chooses to download.

By making this direct connection, we are able to utilize technology and data to measure card redemption rates at pharmacies across the country and measure the success of marketing campaigns in market.

Results

  • In less than two years, Galderma Care Connect site metrics have steadily climbed month after month.
  • To date, Galderma Care Connect has reached more than one million unique patients.
  • As of June 2019, more than 3 million prescriptions have been processed through the Galderma Care Connect portal, saving patients, healthcare providers, and pharmacists valuable time and money.
  • MM&M Gold Award for Best Payer Marketing.

Make Life Better

Navigating healthcare can be a confusing process for patients and even some healthcare providers. By creating the Galderma CareConnect website, we were able to help more people download a patients’ savings card and connect them with more affordable care.

October 22, 2019

Succeeding in simplicity

When Sight Sciences approached Schaefer to help launch their new OMNI® Surgical System , we set our eyes on the prize and got to work.

The OMNI Surgical System Breakthrough

The OMNI Surgical System by Sight Sciences is a ground-breaking solution for ophthalmologists that allows them to perform two different procedures on patients who need intervention in the conventional outflow pathway. It also allows surgeons to treat patients who had prior cataract surgery where they couldn’t before. That’s a long way to say, OMNI does something no other device on the market can. Clearly, we were looking forward to the challenge of launching the new OMNI Surgical System.

The Campaign

Devising core brand messaging takes hours of research, strategy, discussion, and countless iterations to finalize a succinct message that cuts through the noise of a competitive space. Ultimately, we selected the core brand message of “Intelligent design meets the proven pathway,” which is a powerful message to ophthalmologists. It speaks to OMNI’s ability to impact 360-degrees of the conventional outflow pathway with one device, which was impossible in prior devices, making the procedure much more convenient.

New Identity

Since OMNI is the next generation of two previous devices, it required a new identity and logo that represented the innovation and elegance of the new and improved OMNI Surgical System.

We created a mark that conveys the functionality of the device and nods to the shape of the eye. The single circle represents the unity of the OMNI device, while the two circles contained within point to the two procedures it empowers surgeons to perform. When added together, the three complete circles illustrate the three points of resistance in the conventional outflow pathway which can be navigated by the new OMNI device.

The Results

Launching a new ophthalmic product is no easy feat, and the Sight Sciences team was looking to make a splash in an extremely competitive landscape. The new OMNI device launched in September of 2018, and because of its quality and utility, quickly gained traction from surgeons.

OMNI released their new device with incredibly lofty sales goals for the first quarter of 2019. We’re proud to have helped them meet their goals sooner than expected, and place the new OMNI device among the top tier of surgical devices for ophthalmologists in record time. Now, the industry is taking notice and key industry thought leaders are singing the praises of the OMNI device, which only solidifies its place as one of the leaders in the market.

Making Life Better

Schaefer Advertising is always searching for ways to use our work to make life better, and it’s clear that the new OMNI surgical system can have a large, positive effect on many people.

Before OMNI, ophthalmologists would have to use multiple devices to achieve the same end goal. OMNI provides an elegant solution for ophthalmologists and its dual-purpose design makes it an excellent option for treating a wider range of patients. OMNI gives surgeons a powerful way to help people address a sight-threatening condition.

March 2, 2016

Who do you fight for?

It’s been 4 years since Moncrief Cancer Institute, part of UT Southwestern’s world-renowned NCI designated cancer program, last presented an annual report, and since then there has been tremendous growth in outreach activities and services provided. Consequently, Moncrief came to Schaefer looking for a way to update the community on news, growth, and upcoming plans in a way that was engaging and went beyond the standard annual report.

Instead of simply presenting the information in a passive way, we wanted to ask something of the reader while at the same time introducing Moncrief’s brand essence and subsequently creating an umbrella under which future materials could be produced.

The central theme of the report acknowledged that no one is for cancer; therefore everyone’s against it. Or in other words, everyone is fighting cancer. Not just those directly affected by the pervasive disease, but each of us in our own way is in the fight. That’s a concept that not everyone grasps. So we took the opportunity to position Moncrief as a leader in the fight against cancer.

Moncrief has taken on the role of informing and empowering the entire community to rally around the fight against cancer. With this idea in mind, the report specifically dove into how Moncrief is helping reduce the threat of cancer in our community through education and putting the right resources in the right places to make superlative cancer care and treatment available to those in need. And coming full circle, through the Moncrief Cancer Institute programs we are providing a platform for the community to engage in the fight, whether for themselves or for others.

 

 

Photography by Dennis Murphy

February 6, 2015

Mobilizing Cancer Care

Congratulations to client and Near Southside neighbor, Moncrief Cancer Institute, on their brand-new, state-of-the-art mobile clinic! We may have designed the outside, but the inside is the exciting part. Soon, services like cancer screenings, one-on-one exercise sessions, personalized nutrition planning, clinical support and more will be coming directly to the people of Tarrant County and surrounding areas.

Pinnacle Healthcare Advisors, Inc., is focused exclusively on partnering with healthcare providers to improve clinical, operational and financial performance. Their consultants have an average of 20 years of experience in healthcare, which includes working for both healthcare providers and consulting firms. Additionally, their consultants have both clinical/operational and IT experience and are experts at fully leveraging system capabilities to meet end-user needs. It’s this unique breadth of knowledge and experience that sets them apart.

Schaefer was tasked with updating the Pinnacle brand to match their highly specialized offerings and vast experience in an ever-changing industry. We worked through branding and collateral materials to give them a solution that separated them from their competition and gave them an identity that could work hard for them with a bold, strong presence.

The new logo eliminates the separated icon of the original and instead incorporates an angular flag into the letter P. It’s a simple design detail that simplifies their logo and creates a clean, modern look. The bold color palette of red and electric yellow was selected to stand out from the ocean of ‘waiting room’ blues and grays found throughout any healthcare sector.

Like most of our clients, Pinnacle’s offerings were already the top of their industry, what hey needed was a consistent brand identity with a personality. Now, they have the proper brand foundation to build on as their company continues to grow.

John Peter Smith Hospital was founded in the late 1800’s as a place where individuals from all walks of life could have exceptional medical care.  In the early 1900’s, the Fort Worth Medical College opened, later finding it’s permanent home at John Peter Smith hospital.  As Tarrant County has grown, so has JPS; now with over 500 beds and over 1,000,000 million patient encounters per year.  The hospital serves an extremely diverse patient base, as such there is extraordinary diversity in the types of cases that come through the health network – making it an ideal place for residents to do their training.  However, competition for top resident candidates is at an all time high – with the nations top teaching hospitals vying for the best and brightest.

Through the years, John Peter Smith Hospital has grown to become the largest hospital-based family medicine residency program in the nation.  In 2006 the organization came to Schaefer Advertising with a challenge: it wasn’t satisfied with the fact that it was one of the biggest programs out there – it wanted to be perceived as the very best and attract top performing medical school graduates.

Schaefer got right to work by delving deep into the minds of the future’s best family medicine physicians.  We conducted a qualitative research study – interviewing current residents and observing them on their rounds.  Through this, we found that the cream of the crop was more than just high IQs with the desire to own a medical practice – we uncovered that there was something deeper at work in the minds, and more importantly in the hearts of these residents.  We found that these individuals are passionate about making an impact in their communities. They have a true love of medicine going far beyond “practicing medicine”. They were missional in their cause, believing that they were helping contribute to a greater good.  Further, these professionals enjoy a rigorous challenge.  JPS offered the ideal package with diverse clinical experience and a heart for serving the medically underserved. Schaefer revamped the entire brand strategy for the residency program, creating an emotional connection with students and painting a picture of their future identity as a top family medicine resident. In nine years, applications have increased nearly 300 percent and test scores show that the program is attracting top students. Best yet, in 2014, U.S. News & World Report and Doximity ranked JPS among the top three family medicine programs in the country.  Now JPS is one of the biggest programs, proudly training the best.