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HUPTI Brand Identity

After a lengthy agency review, Hampton University Proton Therapy Institute (HUPTI) tapped us to help them reorganize and rebrand the organization from the ground up. As their agency of record, we created a comprehensive communication ecosystem that is built to last.


THE CHALLENGE

Opened in 2010, HUPTI is one of only a handful of treatment centers that offer proton therapy in the U.S. HUPTI is located in the vibrant tidewater region of Virginia, just a stone’s throw from multiple population centers including Norfolk, Richmond, and Washington, D.C. But the patients who could benefit from proton therapy didn’t seem to be finding HUPTI.


THE STRATEGY

We started with a discovery and strategic planning program to get to know their market, their audiences, their technology, and their challenges. Then, we took them through a complete rebrand to bring the warmth and caring of HUPTI to the forefront, along with their medical expertise. Based on the new brand, we launched a new website, designed to bring patients through the entire consideration process, from first discovering proton therapy to choosing HUPTI for their treatment. We also developed TV spots (including media planning) and a complex and extremely targeted digital advertising program to reach patients directly without violating feelings of privacy. Finally, we developed an all new print collateral system for local and long-distance patients, while ensuring compliance of all content with healthcare marketing rules and regulations.

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