Dana-Farber Cancer Institute and Brigham and Women’s Hospital, in collaboration with IPNY, has been named a finalist in the prestigious MM+M Awards. These awards celebrate outstanding creativity and effectiveness in healthcare marketing and communications.
IPNY’s campaign, titled “We specialize in cancer. And you.” has been recognized in the Use of Hospital or Healthcare Services Marketing category. The primary objective of this campaign was to motivate patients to inquire about treatment and/or book appointments at Dana-Farber Brigham. To achieve this, the campaign aimed to create a highly differentiating and motivating brand equity that communicated the unparalleled specialization in cancer treatment, research and benefits offered by Dana-Farber Brigham.
The central insight driving this campaign was the understanding that true specialization in cancer goes beyond medical knowledge. It encompasses a profound understanding of patients, coupled with exceptional listening and caregiving skills. This insight formed the basis of the campaign’s promise: Dana-Farber Brigham Cancer Center specializes in two things – cancer, and you.
The omnichannel campaign featured powerful patient stories, providing firsthand accounts of how Dana-Farber Brigham Cancer Center’s treatment is truly in a class of its own. The campaign’s effectiveness is evident in its remarkable results: from October 2023 to January 2024, there was a 154% increase in booked appointments year over year.
Larry Dobrow of MM+M praised the campaign, stating, “It’s an honor to celebrate the marketing that helps so many people achieve better health outcomes.” The MM+M Awards, now in their 21st year, are considered the premier awards program in the medical marketing industry. Winners will be announced later this year in August/September.
This recognition underscores the commitment and expertise of Dana-Farber Brigham and IPNY in delivering impactful healthcare marketing that not only informs but inspires action.