Texas Oncology has launched a new advertising campaign developed by healthcare marketing agency Loomis that emphasizes both medical expertise and compassionate patient care. The "All Behind You" campaign was directly informed by commissioned research into what patients seek from a cancer care provider, with findings showing patients want a compassionate provider they can trust that also leads in innovation, advanced treatment, and clinical expertise.
Four creative concepts were developed and tested, with "All Behind You" emerging as the strongest platform for balancing Texas Oncology's medical expertise and innovation with personal connection and empathy. The campaign follows five patients through their journeys, depicting key moments from diagnosis through interactions with their care teams, culminating as each completes treatment and returns to the lifestyle passions that matter most, supported by the care team behind them.
The work introduces a new look for Texas Oncology, including an updated logo, color palette, and messaging, and is launching across a diverse media mix that includes digital, broadcast, print, social, and other channels. Still photography for the campaign was captured by Austin-based photographer Inti St. Clair, helping bring the emotional narrative of patients and care teams to life.
This campaign represents a significant shift in healthcare marketing by grounding its messaging in actual patient research rather than assumptions about what patients value. For cancer patients and their families, the emphasis on both clinical excellence and compassionate support addresses the dual needs that research identified as most important during cancer treatment. The campaign's focus on patient journeys from diagnosis through treatment completion provides a realistic portrayal of the cancer care experience that may help reduce anxiety for those facing similar situations.
The healthcare marketing approach demonstrated here has broader implications for the medical industry, suggesting that patient-centered messaging based on research can be more effective than traditional medical marketing. As healthcare consumers become more informed and selective about providers, campaigns like this one that address both emotional and clinical needs may become increasingly important for medical practices seeking to connect with patients. The collaboration exemplifies how effective healthcare marketing can promote awareness and access to vital resources for patients and their families.
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