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.
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.
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.