The Insight – Prior to launching the new campaign the head of Marketing wanted to confirm their assumptions. Sherpa Insight surveyed current cancer patients and the general population in the region
to better understand how these people feel and think when considering MD Anderson. Respondents also described their feelings and thoughts about other
local competitor hospitals.
The Result – Sherpa Insight found that no one cared about how big MD Anderson was, all they wanted was for the cancer to go away. MD Anderson immediately changed the campaign from hospital focus to patient focus by simply crossing out the word cancer in their logo. Commercials were produced having cancer survivors tell how MD Anderson made their cancer history – “Making Cancer History”. These efforts resulted in a 22% increase in self-referrals
during the next twelve months and of course saved millions in advertising cost.