B2B Content Case Study — Banner MD Anderson
Explaining and elevating oncology services to referring physicians
How it started
Banner Health’s partnership with the country’s No. 1 Cancer Center, MD Anderson, was a huge and important achievement for both parties, for caregivers, and for patients. 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 combined teams needed to understand how to build trust with the communities they serve.
What we did
Program 11 realized that those who could articulate key differentiators – and who would be most trusted by their peers and patients – were the oncologists themselves.
We went to these experts to uncover insights and capture language about their respective approaches to cancer screening and treatment programs.
Our a-ha moment: These physicians not only had the expertise to educate patients through content, but they were also eager to be the faces and voices of the program. We encouraged Banner MD Anderson to feature these oncologists in their brand campaign and a series of storytelling videos in order to add humanity to the brand.
How it’s going
We developed a strategy for educational guides and video content that would fluently impart the unparalleled care patients receive at Banner MD Anderson.
The guides 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.
The video stories showcase the world-class training, modern protocols, immunotherapies, and technology available to patients thanks to Banner Health’s partnership with MD Anderson.
Combined, they elucidate what sets Banner MD Anderson apart from competitors so that patients and physicians think Banner MD Anderson first when seeking cancer care.
“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
