Anova Cancer Care Rebranding Campaign

Denver CyberKnife was looking for a new name for their center, a new brand identity and an integrated marketing communications program to generate qualified referrals for the center.

Anova Cancer Care—a derivative of “A Novel Approach to Cancer Care”— was chosen for its simplicity, symmetry and ease of recall. The new logo and brand identity followed with a memorable advertising campaign that included, advertising (print, radio and TV), a new website, patient brochure, a “doc-to-doc” physician letter, case studies, as well as public relations and social media.

The multimedia rebranding advertising campaign generated 344 phone inquiries and more than 2,700 unique web site visitors to the new URL that was launched exclusively with the rebranding campaign. In the months preceding the campaign, the client averaged 7 phone inquiries per week. The direct-response campaign nearly tripled inquiries to an average of 24 phone inquiries per week—which remained consistent for several weeks after the ads have run.