The new brand strategy for Memorial Sloan Kettering is “More Science. Less Fear.” I’ve written before that more science would be a fine claim (with less fear a good support plank), but my problem with the MSKCC advertising is it rarely uses proof to support its claim. They rarely do ads that show or explain “more science.” As with most marketers they make the claim, sing the claim, storify the claim, but don’t prove it. Wasted Benjamins.
This weekend’s MSKCC ad started out like it was going to provide proof. “When Suzanne wanted a baby after cervical cancer, science delivered” was the ad headline. A tremor of excitement. Then I read the copy. Suzanne received chemo, radiation and surgery prior to having eggs preserved for surrogate gestation. Everything worked out well thankfully and it was a great story. But MORE science? I don’t think so.
Mount Sinai had an ad this weekend in which it explained how a bionic exoskeleton strapped to the leg of a trauma patient allowed him to walk again. There’s an example of more science.
Claim and proof. Peace.