Texas Oncology

More than 60 healthcare marketing people turned to at Memorial Hermann yesterday morning. They came from across the street and from as far away as Austin.

The in-betweeners had the toughest time getting into Texas Medical Center today, as usual. Still, despite the traffic, the AMA-Houston Healthcare SIG threw attendees a balanced seminar on Community Marketing: Expanding your brand outside your backyard. (I’m on the SIG steering committee; I’m not disinterested and I previewed the presentation here.)

Appealing to the “ad guy” part of me, the star of the show was Les Mann presenting the rebranding work on Texas Oncology, part of the US Oncology family. An example’s above – and here’s how the website describes the campaign:

The Texas Oncology “I Can” campaign was launched in 2007 throughout the state of Texas. It includes magazine and newspaper ads, radio and television spots, billboards and other marketing pieces. The campaign not only provides thousands of Texans with information about superior cancer treatment, technology and research, it inspires hope.

I’ll make two points about what Mann presented; then I’ll sign off for Saturday.

First, Texas Oncology has been thoroughly rebranded and smartly marketed. The campaign is active, not passive: Its bold but human face portrays a collection of independent medical practices as a coherent, focused assembly of like-minded treatment centers, working with their patients to beat cancer.

The marketing does NOT leave the organization’s brand for various stakeholders groups to define – it is clearly and strategically spelled out. Way to go.

Second, Mann conscientiously credited his advertising agency, HCB in Austin, for its part in formulating new strategies and creating strong advertising. HC&B received plenty of attention during his part of the seminar and rightly so. (Mann also credited his PR agency, Fleishman-Hillard, with vigorous community outreach.)

Good work ought to be recognized. Not every client thinks to do this. Hats off to Mann and his team for the work and for presenting it to us.

That’s my 22¢ (adjusting for 4% annual inflation) - don’t you forget to vote on Tuesday.