Nancy and J.C. Lewis Cancer & Research Pavilion —Oncology service line for St. Joseph’s/Candler Health System

Project — Introduce new cancer and research pavilion and establish as the cancer treatment center of choice in the region

Strategy — Communicate to “Avid Partners”, family health decision makers benefits of center — Adopt butterfly as visual icon throughout all execution to represent transformation and promise

Execution — Web and front-page newsprint banner ads — 12 page quarterly newspaper insert — Direct mail to target audience — Ads announcing national medical specialists on hospital team