Campaign Takes Branding Detour To Promote Cancer Care

When an advertising campaign first asked Wichita, Kan., consumers: "Would you expect to find today's most advanced cancer care at Via Christi?" the hospital knew the answer
would be a resounding "No." In spite of being the headquarters for the National Cancer Institute's only community clinical oncology program in Kansas, Via Christi's Cancer Center
had a serious identity problem. By the end of the six-week campaign last year consumers became aware that they didn't have to travel outside of Wichita to receive cutting-edge
cancer care. Patient volume increased and requests for information surged.