Memorial Healthcare System in South Florida is one of the largest public healthcare systems in the nation. When Memorial made a $125M investment in a new Memorial Cancer Institute (MCI) cancer center, the client trusted Amperage to develop a marketing strategy that would tell the MCI brand story and highlight what the new center means to Broward County.

Memorial Cancer Institute is an established, marquee service line for the system. This new cancer center represented an enormous milestone moment, and the plan would be utilized by multiple Memorial vendors. So this campaign was a complex one with many layers.

Our strategy: Amperage started with research — a deep dive into dozens of interviews with stakeholders and then development of the strategic marketing plan. We recommended a three-phased campaign (coming soon, now open and evergreen) focused on storytelling in three areas of high value to stakeholders (their cancer expertise, the expert care they deliver and what the new center means for the community).

Amperage also developed a messaging concept for the campaign — When It’s Cancer, We Lead for You — designed to acknowledge both MCI’s leadership in local cancer care and Memorial’s deep commitment to compassionate patient- and family-centered care.

In addition, Amperage facilitated execution of the tactical plan, collaborating with the client’s internal team and its other vendors. Campaign tactics were spread across multiple messaging platforms, including TV, the web, offline media, digital media and social media. Amperage alone completed 68 tactical projects, including deeply moving video storytelling with cancer patients.