The Big C. It can be a frightening, uncertain, and lonely place to be – and rightfully so. But with outcomes that are among the highest in the nation, a team of highly skilled and experienced providers, and an emphasis on early detection, the St. Charles Cancer Center was by most measures a success. Yet the program continued to lose market share to Portland and other large markets. Hospital management turned to DVA to assess the situation, identify the cause, and restore market share. The resulting multi-year integrated brand campaign focused on the entire community of support that is behind each individual cancer patient. The campaign fortified market share in the short term, while a capital campaign aimed at raising $5.7 million for the expansion and integration of their oncology program ensured they would retain share for years to come.