Healthcare Marketing Impact Awards - 2024

Campaign: We Specialize in Cancer. And You.
Agency/Firm: IPNY
Client: Dana-Farber Cancer Institute, Brigham and Women's Hospital

The Dana-Farber Brigham Cancer Center was seeking to stand out as a treatment facility in the crowded Boston healthcare market — and to make its brand clear to patients among a potentially confusing maze of affiliations.

The facility’s leaders worked with IPNY to motivate potential patients to inquire about treatment and book appointments with its physicians, all while reiterating that the organization is unique. It wanted to emphasize its providers’ skills not just at addressing disease, but also at listening, caregiving and crafting the right treatment plan for each patient.

It settled on a multipronged approach that included television, radio, outdoor advertising and social media to deliver a simple message: "We specialize in cancer. And you." The spots emphasize that every person is different, and every treatment needs to be tailored to the individual. The campaign won silver among providers and insurers for Integrated Campaign of the Year.

The message is poignantly delivered. There's the mom who needed a plan to beat cancer, and still have kids — and we meet all three of them. There are twin brothers who shared everything, including cancer, but their treatments were unique — and successful.

The results were a 134% jump in leads on possible patients and a 154% increase in appointments, according to the agency.