# Fox Chase Cancer Center

> AB&C created a rallying cry and a powerful confirmation of their passion for giving every patient the best chance of beating cancer from the start.

- Canonical URL: https://abccreative.com/work/fox-chase-cancer-center
- Markdown URL: https://abccreative.com/work/fox-chase-cancer-center.md
- Capabilities: Research and Strategy, Branding and Design, Marketing and Advertising, Paid Media, Video Production
- Hubs: Health
- Industries: Professional

## Tagline

Shifting from a Second Opinion to the First Choice

## Intro

Fox Chase Cancer Center is changing the face of cancer prevention, treatment and survivorship. It’s one of the top comprehensive cancer care centers in the country. Which is why many consumers turned to Fox Chase only for the most difficult cancers or following unsuccessful treatment elsewhere. We needed to help people see Fox Chase as the first place to come for cancer treatment.

## Strategy

We leveraged independent research showing that patients who begin their treatment at a hospital that specializes in cancer, like Fox Chase, have a better chance of survival. At the highly emotional time of a cancer diagnosis, it’s important for people to recognize how crucial the first steps are in the treatment process.

“Where you start matters.” This is the truth that propelled our thinking. Regardless of the type of cancer (or its complexity), your best chance for a cure is with the initial therapy. What you do first will determine future options for treatment down the road. For Fox Chase, this campaign theme has become a rallying cry. And a powerful confirmation of their passion for giving every patient the best chance of beating cancer from the start.

## Success

Throughout our multiyear relationship, Fox Chase experienced consistent growth in new-patient volumes year over year. The campaigns also consistently performed better than cancer treatment norm advertising in the areas of persuasion, believability and action. Fox Chase enjoyed an 11-point uptick in likelihood to recommend.