While metro Detroiters were aware of the name Karmanos, they didn't know why Karmanos Cancer Center was a better choice for cancer care.
Through research, Karmanos discovered their strongest differentiator: their ability to offer the most advanced, state-of-the-art treatments and foremost cancer specialists, resulting in better outcomes and more moments for their patients. Using this differentiator, we launched a new branding initiative around the themeline, "Better treatments. Better outcomes." Despite a very limited budget, the launch included both external and internal materials to ensure that Karmanos employees were on board with the new theme and make them ambassadors for the brand.
After the launch, Karmanos reported a 10% increase in market share.