memorial sloan kettering brand strategy.

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Memorial Sloan Kettering Cancer Center is one of the greatest healthcare organizations in the world. Perhaps the greatest. As a result, it has also become a powerful, powerful brand. It is exactly what it is…and lives up to the brand claim “the best cancer care anywhere.”  Its words spread through stories and proof. Patients and caregivers syphon proof off their experiences and share. (Branding revolves around “claim” and “proof.”)

MSKCC more scienceA couple of years ago MSKCC appointed new advertising agency Pereira O’Dell. I complimented the shop and client on the new brand strategy claim “More Science. Less Fear.” Having worked in healthcare branding for a long time, studying the claim and proof arrays of the top area hospital systems (disclosure: I penned one of those strategies), I rubbed my hands together in anticipation of some good work to follow.

This past week I was listening to an MSKCC radio spot and was disappointed to hear talk about serving the “mind, body and soul” of patients. This type of copy is what you’d expect from a religious-based group or a second tier hospital. From a system that can’t differentiate based on the science. This ad hurt MSKCC in two ways. It didn’t deliver on the brand promise, wasting money, time and resources, but more importantly it dumbed down the sanctity of the brand, making MSKCC peddlers of healthcare marko-babble like many others.

If anyone can educate the populace about the science of cancer care, using real proof, it’s Memorial.

This isn’t that hard. Find your claim and prove it every day.

Peace.

 

 

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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.    

 

 

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