Cancer is more than a diagnosis—it’s a deeply personal journey. For Montgomery Cancer Center, the challenge of communicating its mission and services required not just marketing finesse, but profound empathy.
In 2024, facing increasing competition from nearby cancer care providers, Montgomery Cancer Center launched an awareness campaign designed to inform the community, drive website traffic, and reaffirm the center’s reputation for compassionate, comprehensive care right in the heart of Central Alabama.
The Challenge Cancer-related communication must tread carefully. Messaging that lacks sensitivity risks alienating audiences or appearing exploitative. The challenge was to strike the right balance to inform and inspire without sensationalizing or oversimplifying the complex emotional terrain of cancer care.
Campaign Strategy
To humanize the Montgomery Cancer Center brand and differentiate it in a crowded market, the campaign was built around authenticity, empathy, and expertise.
Key Campaign Elements
Testimonial Videos
Real stories from patients, physicians, and staff highlighted the human side of cancer treatment. These deeply personal narratives conveyed hope, strength, and trust.
Website Updates
To support growing digital engagement, the website was refreshed with updated content and a more intuitive layout, making it easier for users to explore services and resources.
Billboards and Print Ads
Strategically placed outdoor media and print placements increased local visibility, spotlighting advanced treatments available close to home.
Digital Advertising
Targeted ads and a social media campaign extended the center’s reach and helped connect with a broader audience.
What We Learned
Tone Is Everything
Leading with empathy and real patient voices resonated far more than traditional promotional messaging.
Local Matters
Reinforcing the idea that world-class cancer treatment is available locally reduced perceived barriers to care.
Whole-Person Care
Messaging that underscored emotional and psychological support—not just medical treatment—helped build trust.
Results
Launched in October 2024, the campaign delivered significant impact across all targeted metrics.
Website Performance
- +43,893 Pageviews (+111.5%)
- +24,201 Active Users (+241.1%)
Social Media Impact
- 1,200,227 Impressions (+407.9%)
- 11,480 Engagements (+795.5%)
- 3,860 New Followers (+10.9%)
These numbers reflected not just awareness but deepened engagement with the community.
Recognition
The campaign’s thoughtful approach and measurable success were recognized across the industry:
- ADDY Award (Gold)—American Advertising Awards
- SIAAward (Silver)—Service Industry Advertising Awards
- Healthcare Advertising Awards (Merit)