Our goal: To raise awareness of the new Lung Institute at Baylor College of Medicine, the first comprehensive, multidisciplinary Lung Institute of its kind in Texas. Besides building brand awareness, we also wanted to educate people about the partnership between St. Luke’s Health and Baylor College of Medicine through the arrival of Dr. David Sugarbaker, a pioneer in the treatment of mesothelioma. At around the same time, we were also asked to assist in the launch of the Mesothelioma Treatment Center.

Our challenge: Baylor College of Medicine is a health sciences university that applies science and discoveries to further education, healthcare, and community service locally and globally. They wanted to make sure the latest information and innovations in lung treatments would reach their audiences ― potential future patients ― thereby increasing patient volume. Our job at DECODE was to ensure this information was easily accessible to audiences and present it in a way that inspired trust and loyalty. This presented a challenge as most of our audience comes from demographics usually wary of medical intervention. Another challenge was that lawyers were also going after these patients, which was driving up the CPCs upwards of $70, so we had to get creative. And because we were also working on establishing Dr. Sugarbaker at the new Lung Institute, our team had to strike the perfect balance to ensure success for both.