Truth #2: The Bookworm Paradox

We know that cancer patients and their families devour information related to their disease-condition. But just putting information out there isn't enough. The libraries are full of resources. The Internet has even more. (And a lot of it, as you know, isn't correct.) Read more »

Truth #3: Ending the Cold War

In the past, healthcare marketing, including marketing cancer services, relied on a "best," "only" or "first" strategy, hoping the competitor was slow to react and upgrade their technology, services or offerings.

But no one ever wins an arms race. Read more »

The campaigns that work the best are those that appeal to the underdog spirit of the patient – the Rocky Balboas of cancer – and positions your hospital or healthcare organization as the best advocate and champion of their road to wellness. Read more »

Recently, we partnered with Memorial to develop a campaign promoting their Novalis Tx cancer-fighting technology. From research, we discovered that consumers wanted the facts about the technology – why it's superior and how it could help them in the event of a cancer diagnosis. But simply showing the machine wouldn't provide the emotional context necessary to create relevancy with our consumer audiences. Read more »