MM+M Awards

Use of Hospital or Healthcare Services Marketing 2024

Gold: Dana-Farber Cancer Institute, Brigham and Women’s Hospital and IPNY; Silver: Kiyatec and SFC Group

Sarah Mahoney

October 10, 2024

10:30 pm

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Gold

Dana-Farber Cancer Institute, Brigham and Women’s Hospital and IPNY
We Specialize in Cancer. And You.

To New Englanders, both Dana-Farber Cancer Institute and Brigham and Women’s Hospital are well-known brands, each with its own legacy of research and patient care. Years ago, oncology specialists from these two organizations came together as Dana-Farber Brigham Cancer Center, a powerful alliance focused on cancer patients. Research revealed that the Dana-Farber Cancer Institute and the Brigham and Women’s Hospital names have positive equity, alliances and affiliations. However, as the Greater Boston Area grew more competitive, alliances and affiliations got confusing.

To help people understand what makes Dana-Farber Brigham Cancer Center unique and motivate them to inquire about treatment, the team developed a campaign around a simple tagline: “We specialize in cancer. And you.” The integrated omnichannel campaign included a mix of television spots, online video, radio, paid social and outdoor. Motivating creative focused on real-patient stories, including identical twins with un-identical cancers and a woman who wanted to pursue breast cancer treatment that would allow her to start a family.

Each vignette underscored how Dana-Farber Brigham Cancer Center’s knowledge and expertise redefine personalized care, allowing patients to lead full, productive lives after cancer. When all you do is cancer, ads explained, you see things that others don’t — that positions the organization as knowing the most about cancer — and the people who have it.

That message resonated not just among people who have cancer but also with their families and caregivers.

The campaign drove an impressive 154% increase in booked appointments. Qualified leads, a measure of prospects most likely to become patients, climbed 134%.

Silver

Kiyatec and SFC Group
3D Predict MOA

Kiyatec, a diagnostic company, aims to revolutionize cancer care by predicting patient response to oncology drugs using a 3D cell culture technology. Using spheroids that mimic the complexity of tumors, Kiyatec can predict which chemotherapies will work. To explain this functional precision medicine, Kiyatec revamped its website, user experience and tradeshow approach, adding social media — all with simple, straightforward messaging. Total impressions increased by 53.6%, and total engagements rose 19.7% as the company added six new hospital customers.

Click here to view 2024 MM+M Award Winners.

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MM+M Media Summit 2025

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