Meeting People Where They Are

Seattle Cancer Care Alliance meets people at the most fearful moments of their lives. SCCA asked Phinney Bischoff to develop a digital advertising campaign to increase consideration for SCCA as the best choice for cancer care and treatment in the region.

Patients and families were lacking an understanding of why they should choose SCCA over another organization—despite consistently leading in health outcomes.

Research into Action

We started by doing a deep dive into SCCA’s differentiators, identifying and analyzing SCCA’s competitive set and having one-to-one conversations with a set of subject matter experts. This work enabled us to bring forth three potential thematic pathways that could unite each of the topics under one story. The pathway “cancer specialists” focuses on SCCA’s most valuable differentiator: their exclusive focus on cancer.

We explored potential visual and messaging directions that ranged from most consistent with existing SCCA work to most progressive. We then developed a set of over 50 animated ads for paid and social media in range of sizes, leveraging an elevated visual style unique to the campaign and a more conversational, direct tone for accompanying messaging. Working in concert with SCCA’s media partner, we are A/B testing as we roll out the campaign. As we gather data, we’ll refine the campaign’s design and messaging.

Expansion into Print

Phinney Bischoff was also asked to extend the campaign for a one full-page ad in a special issue of Seattle Magazine for their “Top Docs” issue.