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How Penn State Health Shows Rural Communities That Advanced Cancer Care Is Close to Home

September 17, 2026
Stacy Beers, vice president of marketing, Penn State Health

Penn State Health developed an integrated marketing campaign to build awareness for its comprehensive cancer care among consumers in rural Pennsylvania. In Part 1 of this two-part series, we explore the strategy, research, and organizational alignment behind the campaign. Part 2 will examine the creative execution, media strategy, and early performance results.

Penn State Health’s Brand Campaign Changes Perceptions of Cancer Care in a Rural Market, Part 1

August 13, 2026
Kyle Snyder, chief operating officer, Penn State Health

// By John Marzano // Penn State Health developed an integrated marketing campaign to build awareness for its comprehensive cancer care among consumers in rural Pennsylvania. In Part 1 of this two-part series, we explore the strategy, research, and organizational alignment behind the campaign. Part 2 will examine the creative execution, media strategy, and early performance results.