Since its founding, Arizona Oncology has been guided by the philosophy that it’s beneficial to provide cancer therapies in a community setting, close to patients’ homes and support systems. However, as Arizona Oncology expanded to new communities, acquiring more practices, it identified an opportunity for greater collaboration and cohesion across its brand expressions and experiences. The organization engaged Additive to develop a unified employee engagement and brand strategy to drive reputation, recruitment, retention and referrals.
Key Deliverables
To inform our recommendations, Additive conducted extensive brand research, including surveying current and prospective employees, referring physicians, patients and caregivers. Additive also conducted market assessment research to ensure Arizona Oncology was proactive in meeting the needs of future patients and caregivers. Together, the expansive research guided the development of a refocused employee engagement and brand strategy, recentered brand architecture, refreshed messaging, and a revitalized visual identity. The strategy centered on the themes of discovery, patient-centricity, community, and quality of life.
Through our strategy work and discussions with the core and leadership teams, we inspired a deepened commitment to employee and patient experience, including investment in enhanced platforms and processes. In addition to the brand strategy, Additive worked with Arizona Oncology to enhance its brand architecture strategy, including the presentation of its offerings and collaborations, and identify ways to amplify its story — both verbally and visually.
Additive then activated the brand strategy and architecture with a comprehensive messaging toolkit (including universal and audience-specific messaging) and a new visual identity system. A series of ready-to-use templates helped ensure that the new look and feel could be swiftly and consistently implemented.
In the Summer of 2022, Arizona Oncology began implementing the new brand, rolling out the refreshed strategy, story and visual identity across audiences and channels throughout the state.
