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New England Cancer Specialists
New England Cancer Specialists

Changing Minds about Cancer Care in Maine

The Situation

New England Cancer Specialists (NECS) is a physician-owned practice with three locations in southern Maine, founded in 1978 as Maine Center for Cancer Medicine & Blood Disorders. NECS is Maine’s largest oncology group, with a world-class team that does cutting-edge research in-house and with partners in Boston and beyond.

The Challenge

Since changing its name in 2015, awareness of the NECS brand has not achieved a level commensurate with its presence in the market. There is some confusion of its identity because two of its offices share space with other practices—in particular, the home office is located on the Scarborough campus of MaineHealth—while the third and newest office, in Kennebunk, is still building awareness.

When Burgess began handling the NECS account, we found the website was created on an outmoded platform, and the marketing materials were generally lacking in personality.

Our Strategy

  • Burgess began by modifying the brand’s strategy to combine the benefit of emotional support with the long-standing emphasis on technical excellence.
  • We quickly updated print and digital ads with a fresh new look, and placed special emphasis on building awareness of the Kennebunk office.
  • Over the next several months, we redesigned and rewrote the website to make it more distinctive, engaging and intuitive to use.
  • Once the website was live, we added Google Adwords to the mix, and have continually tested and improved these campaigns.
  • In fall of 2016, we began creating a new TV campaign that has so far featured two testimonial spots and a third that highlights their in-house Research Director and Genetic Counselor. Even in this technically oriented spot, however, we incorporated a patient story to demonstrate the caring approach that NECS takes.
  • In 2017, we have begun outreach efforts to referring physicians, including a mailer.

Results

Since we began working with NECS in mid-2016, the practice has continued to grow, and efforts that are easy to evaluate quantitatively (digital ads and Google Adwords) have shown excellent increases in impressions, click-through rates, and cost-efficiency.

Our new print and TV campaigns introduced late in 2016 have been judged by management, physicians and staff with ideally positioning the practice as the leader in Maine cancer care, offering technical excellence and the emotional support cancer patients need. An indication of the advertising’s impact on the market is the recent introduction of an extensive (and expensive) new campaign by the MaineHealth Cancer Care Network for the first time. The real test of our work will be the progress of NECS over the coming year.

Finally, our digital and print work for NECS garnered awards at the 2017 Brodersons, Maine’s premier advertising competition.

Ben's Story
Ben's Story
Tracy's Story
Tracy's Story
Changing Minds
Changing Minds
Nurses Week Ad
Nurses Week Ad
Patient Testimonial Print Ad
Patient Testimonial Print Ad
Breast Cancer Ad
Breast Cancer Ad
Moonshot Print Ad
Moonshot Print Ad
Changing Minds Print Ads
Changing Minds Print Ads
Performing Arts Program Ad
Performing Arts Program Ad
Kennebunk Post Ads
Kennebunk Post Ads
Physician Outreach Postcard
Physician Outreach Postcard
Digital Ads
Digital Ads
Digital Ads
Digital Ads
Digital Ads
Digital Ads
Social Media Images
Social Media Images
Sponsorship Ads
Sponsorship Ads
New England Cancer Specialists