The new advertising for Memorial Sloan Kettering has great potential yet under-delivers. The idea or promise is “More Science. Less Fear.” MSKCC the CC stands for Cancer Center) is known for its best-in-class cancer outcomes. If ever you have a chance to speak with someone who has been treated there, you know that they understand the science. Intimately. So the promise (brand idea) is dead on. But if you read or listen to ads on the radio you get no science. You get generalities. “We treat every cancer patient differently.” We us a team of specialist.” Flah flah. I was doing ads like that as a kid.
I’m not sure where the breakdown is. MSKCC has the proof. They have the science to educate consumers – they just don’t seem to use it. Perhaps they believe we’re not all science majors and won’t be able to process the info. Not so. The narrative doesn’t have to be in chemistry 401 language.
Branding and advertising is all about claim and proof. MSKCC has the claim…it’s the proof they’re having difficulty with. Proof of more science, should be the easiest part of the equation.
It will get better. There are smart people at the helm. Peace.