A quick look
Parkway Cancer Centre (PCC) is one of the few cancer centres in Singapore focused on multidisciplinary treatment, a holistic team approach to cancer care. We were tasked to create an awareness and lead generation campaign that would highlight how a multidisciplinary approach could help speed up the care process - from diagnosis to treatment.
We created a simple but effective campaign entitled “The Race To Beat Cancer”. The campaign focuses on generating awareness and leads by helping patients realise that time is of the essence when it comes to cancer care. And that PCC’s holistic multidisciplinary approach could help reduce waiting times from diagnosis to treatment.
The creative team adopted a two-pronged approach to the campaign. Ads focused on the importance of timeliness in cancer care, as well as the advantages of comprehensive and coordinated cancer treatment. Importantly, the campaign also made the public aware of PCC’s new communication channel via WhatsApp, and newly available teleconsultations.
Our campaign microsite worked around medical advertising restrictions by highlighting a typical cancer patient’s journey at PCC. The side-scrolling campaign site and design elements helped underline the theme of racing against cancer. Content on the site was kept focused, and linked out to the main PCC site so as to generate leads.
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