THE CHALLENGE: Nothing brings about a time of self-reflection like having a new state-of-the-art treatment center in the works. Well known and respected as individuals, the doctors at Oregon Hematology Oncology Associates (as they were originally known) were looking for a branding makeover.

THE APPROACH: Demand for oncology services are on the rise as the population ages, but the industry is still largely referral based. But with an impactful presence and increased awareness, perhaps the general public would ask their primary physicians about our client’s services.

THE WORK: First to go was the confusing name. Most people are familiar with “oncology,” and we thought why limit our draw to Oregon? So we recommended Pacific Oncology. With it came the tagline, “The science of hope.” and the high-tech “V” logo. Armed with a simple name and strong branding elements, our advertising steered away from the typical images of doctors and machinery. Instead we wanted to be different and capture the emotions of hope through artistic, close up photography. Finally, we developed a like-branded website knowing that many consumers look online for health services.

THE RESULTS: We successfully separated Pacific Oncology from the competition. The advertising ran in local magazines and elicited positive feedback. So much in fact, OHSU later bought Pacific Oncology—a clear sign the brand was strong and desirable.