Amethyst Healthcare, Europe’s fastest-growing network of cancer treatment centers with 16 clinics across 6 countries, sought to establish a strong presence in Romania immediately after opening its first center in Bucharest. The primary goal was to explain the innovative Tumor Board concept, communicate the benefits of its state-of-the-art equipment and the expertise of its internationally renowned doctors. To achieve these objectives, Amethyst partnered with Pi2 to communicate and partner with various stakeholders.
Pi2 crafted an integrated communication campaign that addressed patients’ emotional and rational needs, communicating innovation and latest technologies while addressing the psychological consequences of the diagnostic. The integrated plan included partnerships with NGOs addressing various stakeholders (patients, doctors, media, public authorities), earned media, production of a 2 minute medical show, OOH campaign to enhance visibility at national level, and influencer advocacy.
+ 150 press articles & TV coverage
+ 3 national medical events
+ production of a medical series broadcasted by a Tier 1 TV station
+ Outdoor campaign at national level
