The campaign has been devised by Hurrell Moseley Dawson Grimmer with the aim of raising the profile of The London Clinic and the cancer centre among private medical insurance stakeholders, consultants, GPs, medical professionals and opinion-formers.
Offline, the campaign includes print ads in the national press and trade press and advertising features in specialist press and periodicals. Online activity takes in digital banners and a dedicated microsite created for the centre.
The new cancer centre positions itself as offering “Inspired Care” at The London Clinic with a mission to deliver the best cancer care possible for the patients.
HMDG’s campaign carries the strapline “We’ve been thinking:” designed to reflect the centre’s commitment to innovation.
The five press ads for newspapers including The Telegraph and The Times expand on the “We’ve been thinking” idea and explain how every aspect of The London Clinic’s Cancer Centre has been carefully designed with the patient in mind.
Following the first Manifesto ad, four further ads explain the key pillars of the cancer centre campaign. These highlight the centre’s strong patient focus; the internationally renowned healthcare professionals working there; the cutting edge cancer care equipment and the building itself.
HMDG is also responsible for the media planning and Zed Media has handled media buying