Bon Secours Health System

The whole-healing difference

With several hospitals in Richmond and Hampton Roads, Bon Secours has a reputation for innovative treatments and trusted capabilities. But when it comes to oncology, cutting-edge tech and medical expertise aren’t differentiators—they’re expected from patients.

To separate itself from other hospitals, Bon Secours needed a solution as unique as the care they provide. The answer came from their cancer team’s “whole healing” approach.

Through an integrated campaign, we touted Bon Secours’ customized expertise, leading-edge technology—and perhaps most important—the spiritual and emotional support they provide to patients.

TV, print, outdoor, digital and direct mail reinforced the concept that when patients come to Bon Secours, they don’t just get one type of care; they get an entire team of specialty-certified surgeons, researchers, renowned oncologists, dedicated nurse navigators and even friendly therapy animals—all working to provide patients and their families with the best care possible.

The campaign drove a 10X increase in visits to the Cancer Team website, with pageviews increasing from 150 per week pre-campaign to over 1600 a week during the campaign.