B2B Content Case Study — Banner MD Anderson
Explaining and elevating oncology services to referring physicians
The Problem
Banner Health’s partnership with the country’s No. 1 Cancer Center, MD Anderson, was a huge and important achievement for both parties and for the communities they serve. However, the stories of medical excellence and the success within their world-class cancer centers weren’t being adequately understood by patients and referring physicians.
The Program
Those who could articulate key differentiators were the oncologists themselves. We went to them to uncover insights and capture language about their respective cancer screening and treatment programs. From there, we wrote and designed educational guides that fluently impart the unparalleled care patients receive at Banner MD Anderson.
“The Program 11 team created a wealth of content for Banner MD Anderson, including patient and referring physician brochures and education guides, the employer brand campaign video anthem and ads, and video patient stories. They make sure they truly understand your brand and your mission.”
—Alexandra Morehouse, CMO, Banner Health
The results:
Our guides for Banner MD Anderson support multiple initiatives:
They serve as a tool for Banner Health sales teams to educate and inspire physicians to think of Banner Health when referring their patients for the best outcomes.
1
They elucidate what sets Banner MD Anderson apart from competitors so that patients and physicians think Banner MD Anderson first when seeking cancer care.
2
They showcase the world-class training, modern protocols, immunotherapies, and technology available to patients thanks to Banner Health’s partnership with MD Anderson.
