Changing Perception in a Sea of Sameness, Part 2
Bringing the Strategy to Life: Inside Penn State Health’s Integrated Cancer Campaign
// By John Marzano //
In Part 1 of this series, Penn State Health’s Brand Campaign Changes Perceptions of Cancer Care in a Rural Market, we explored how the organization built its cancer marketing strategy around one fundamental insight: People wanted advanced cancer care, close to home and didn’t know they could get it at Penn State Health.
Research validated that there was a perception gap, leadership aligned around a common objective and the marketing team developed a strategy designed to help consumers recognize the level of care already available in central Pennsylvania.
The next challenge was turning that strategy into an integrated marketing campaign.
As every health care marketer knows, a sound strategy is only the beginning. Creative, media, digital communications, and measurement all must reinforce the same message while remaining authentic to the organization’s brand.
For Penn State Health and its agency partner, Pavone, that guiding platform became “Breakthrough Medicine Lives Here.”
