Pereira O’Dell

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I don’t like picking on Memorial Sloan Kettering Cancer Center’s advertising.  It’s not like they have better things to do than treat cancer.  But strategy it’s my job.

I was reading online and a big pop up ad from Memorial overtook the screens. “The future of cancer care” was the type on the screen. It dissolved to a second screen which read “Now available on Long Island,” closing with logo and tagline “More Science. Less fear.” More science, by the way, is a genius brand strategy.  But here’s the rub. And it’s a rub for the MSKCC brand managers and agency Pereira O’Dell.  Prove it.  Don’t waste your breath, pixels and budget on a claim.  If you are trying to give patients and families hope, give them proof. Where the science at? Where the more science at?

We are smart consumers. We can take it. Start talking science.

This digital ad is from the “We’re here” school. This is our name, we are on Long Island, buy from us.

Shallow. More homework. Less fear.

Peace.

 

 

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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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Here’s a branding fundamental. If you make a claim, invest in proving it. With all deference to the new school of marketing and advertising storytellers, marketing isn’t a story. It’s selling. Preselling. And post selling.

Stories as inputs fuel the claim. Stories may actually deliver the proof, but if consumers remember the story and not the claim you’re off track.

Memorial Sloan Kettering Cancer Center is a genius organization. While I sell strategies that redistribute marketing wealth, they save lives. MSKCC’s ad agency Pereira O’Dell helped find a brilliant, real, and differentiated branding idea “More Science. Less Fear.” Great claim. But I read a print ad by MSKCC this weekend and it contained no proof of claim. So I went to the website set to see the promised video story. The URL ended in /more science. I found the story I was after on Danny. It was a :30 video – no science. Undeterred, I followed another link provided at the end of the short video for a longer form Danny story. Lots of fireman, beautiful film. No science.

MSKCC deals with more science in one day than Lawrence Livermore National Laboratories. They got the claim right but seem afraid of the proof. Come on ya’ll!

Peace.     

 

 

 

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