Marketing Campaign + Implementation

The USA Health Mitchell Cancer Institute (MCI) is the region’s only academic cancer center, and its mission is to deliver and develop innovative solutions for improved cancer outcomes. The MCI provides not only coordinated and comprehensive cancer care to its patients, but also offers personalized, disease-oriented care plans based on a multidisciplinary approach. With two locations and a third opening in the Mobile-Baldwin area, the MCI brings together medical, surgical and radiation oncologists, a genetic counselor and other cancer specialists under one roof to advance cancer treatment options for each patient.

Since 2018, JJPR has partnered with the MCI to develop and produce marketing and advertising materials to grow physician referrals and patient self-referrals. JJPR creates messaging strategies to physicians and patients to communicate the cancer care options available at the MCI, while also championing the unparalleled level of care that an academic medical center provides. In 2021, the MCI sought to increase awareness about its breast cancer care services as well as grow physician referrals and patient self-referrals.



Content Marketing

Photo + Video


We reviewed secondary research to determine the market share of other cancer care providers and the known breast cancer incidence rate in the region. Primary research was conducted in personal interviews with breast cancer surgical, medical and radiation oncologists to understand key differentiators.


JJPR produced a full-scale advertising and marketing campaign for its breast cancer service line. As part of the overall campaign, messaging targeted at patients and referring physicians conveyed the unique approach MCI’s team of highly trained specialists take to fight breast cancer smarter. The “Transforming Breast Cancer Care” campaign included broadcast television spots; print, outdoor, radio and digital advertising; and public relations. The campaign was developed and produced over a 12-month period.


Due to increased awareness efforts and a focused campaign, the MCI experienced a significant rise in the volume of onsite mammograms compared to the previous fiscal year. The quantity of referrals from specialty providers also saw growth and number of patients opting for the MCI for their cancer care increased by more than half since the campaign launched.


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