Texas Oncology Modernizes Brand Experience with New Campaign, Refreshed Brand Identity, and New Website

Highlighting the strength and innovation of the nation’s leading cancer care team

DALLAS--(BUSINESS WIRE)--Texas Oncology, the nation’s leading cancer care organization, today announced the launch of its first advertising campaign in five years, “All Behind You,” marking a significant brand refresh that includes a redesigned website. These initiatives highlight Texas Oncology’s decades-long commitment to helping millions of Texans fight cancer.

“As we approach our 40th anniversary next year, we recognized the opportunity to elevate our brand messaging and reimagine our digital front door at TexasOncology.com,” said R. Steven Paulson, M.D., president and CEO of Texas Oncology. “Extensive research revealed an opportunity to deepen awareness and align our messaging with our expertise, innovation, and the multidisciplinary, personalized care we provide to every patient’s cancer journey.”

The “All Behind You” campaign was developed following commissioned research that showed patients seek a compassionate cancer care provider they can trust — one that leads in innovation, advanced treatment options, and clinical expertise. External testing of four concepts validated these insights, with the “All Behind You” emerging as the campaign that best balances expertise and innovation with personal connection and empathy.

Launching this week, the campaign features a robust mix of digital, broadcast, print, and other media, showcasing the brand’s new look, including an updated logo, color palette, and messaging. The campaign follows five different patients’ journeys from diagnosis through meaningful interactions with their care team. It culminates in an emotional moment when the patient completes treatment and returns to their lifestyle passions - supported by their care team behind them - symbolizing the strength of the patient-care team connection.

Adding to the impact, the campaign’s television spots feature the song “I’ll Stand By You,” newly produced by four-time Grammy-winning producer Tre Nagella of Luminous Sound Studios and performed by Texas recording artist Remy Reilly. The spots were directed by award-winning Jerry Brown of 11 Days, whose accolades include a Cannes Silver Lion and Best in Show at the ADDYs. The campaign features still photographer by Austin photographer Inti St. Clair. Texas Oncology partnered with its long-standing agency The Loomis Agency for the brand evolution and campaign development.

“The brand evolution and new campaign beautifully complement the upcoming launch of our newly designed website, developed with the vision that, in the face of uncertainty, Texas Oncology provides patients clarity and a frictionless, individualized digital experience,” said Casey Shilling, vice president of marketing, communication, and practice growth at Texas Oncology. “We’ve invested in a digital website platform that supports a personalized future and underscores our commitment to high-quality care every step of the way.”

Texas Oncology collaborated with agencies White Rhino and Alliance Innovations to create the new TexasOncology.com. The newly designed website will go live on Friday, November 21.

About Texas Oncology

With more than 550 physicians and 300 locations, Texas Oncology is an independent private practice that cares for more than 250,000 unique cancer patients each year. Founded in 1986, Texas Oncology provides comprehensive, multi-disciplinary care, and includes Texas Center for Proton Therapy, Texas Breast Specialists, Texas Colon & Rectal Specialists, Texas Oncology Surgical Specialists, Texas Urology Specialists, and Texas Infusion and Imaging Center. Texas Oncology’s robust community-based research program has more than 3,000 active clinical trials and has contributed to the development of more than 100 FDA-approved cancer therapies. Learn more at TexasOncology.com.