ICON

Client

The Independent Clinical Oncology Network (ICON) is the leading provider-driven managed care organisation in South Africa. It offers a progressive approach to cancer treatment that combines population risk management with individualised care.Based in Cape Town, the ICON network includes over 80% of South Africa’s private practice oncologists and radiation oncologists.

Marketing Objectives

  1. Develop integrated content marketing strategy and campaigns to position ICON as a premium brand in the healthcare market and ICON COO as a thought leader in healthcare.
  2. Redevelop brand look and feel and build brand consistency across multiple digital and print channels.

Strategy and Execution

  • Develop email marketing channel using Rocketseed – designing and compiling both email banners and a newsletter.
  • Redeveloped client website for better search engine optimisation, navigation designed to accommodate diverse target audiences
  • Currently redesigning fron-end design to align with new ICON brand look and feel.
  • Established social media platforms including Facebook and Twitter to connect mainly with people affected by cancer. Platforms are also used as a primary source of sharing PR and newsroom articles, as well as campaigns designed to create awareness during cancer awareness months.
  • Created client LinkedIn profile and generated PR content to position client COO as an industry thought-leader.

Results

  • Newsletter generated over 400 site visits to the website between August and October 2015.
  • Newsletter Mail score average is 9.5/10 with an average open rate of 27% and click-through rate of 36%
  • Since redeveloping site navigation and SEO, organic searches to website shot to 1.9k website visits in the first 3 months
  • Facebook page has grown to 860 followers and shows steady growth monthly.

“Rothko is our marketing and advertising partner and has worked with us for the past 5 years. They form an integral part of our brand communication and have become an extension of our business. They have helped us to grow and provided valuable and consistent service. They are an extremely professional and efficient organisation and a pleasure to work with. I do not hesitate to recommend their service.” – Dr Ernst Marais, ICON COO