$4 Million Marketing Campaign to Promote North Shore-LIJ Cancer Institute

May 06, 2013, 14:27 ET from North Shore-Long Island Jewish Health System

LAKE SUCCESS, N.Y., May 6, 2013 /PRNewswire-USNewswire/ -- The North Shore-LIJ Health System today launched a $4 million marketing campaign to promote its newly established Cancer Institute.

Geared toward both consumers and clinicians, the new campaign features TV ads on major broadcast and cable networks, and print ads in publications ranging from The New York Times Magazine to dozens of community newspapers.  Other elements of the campaign include digital advertising, Long Island Railroad (LIRR) platform posters and LIRR in-car ads. Creatives for the campaign were developed in partnership with Pittsburgh, PA-based Gatesman+Dave.

"This is a comprehensive, integrated marketing campaign aimed at building brand awareness of the North Shore-LIJ Cancer Institute, whose 150 hematologists, oncologists and community- based physicians collectively diagnose and treat more than 16,000 cancer patients every year," said Marian Dezelan, North Shore-LIJ's chief marketing officer.

Louis Potters, MD, co-director of the North Shore-LIJ Cancer Institute and the health system's chair of radiation medicine, said, "By making consumers, physicians and other clinical professionals throughout the New York Metro area aware of the breadth and depth of our expertise in cancer care across all of our hospitals, the North Shore-LIJ Cancer Institute will ultimately gain the recognition it deserves for the high-quality, compassionate patient care we deliver for virtually every type of cancer."

"The intent of the Cancer Institute is to meld the newest developments in cancer research at the bench with the clinician treating the patient. The new campaign conveys our unique approach of forming multidisciplinary teams of physicians to develop treatment plans, and engaging patients and their families at a personal level in the decision-making process," added Daniel Budman, MD, co-director of the North Shore-LIJ Cancer Institute, and chief of hematology/oncology at North Shore University Hospital and LIJ Medical Center.

To provide more detailed information about the North Shore-LIJ Cancer Institute, a new web site has been developed -- www.RelentlessCare.com – that provides information about the health system's approaches to treatment and the expertise of the more than 150 physicians in 20 cancer specialties who comprise the Cancer Institute.

"Cancer's main goal is to destroy, leaving patients with both emotional and physical challenges – which can often lead them to feel disconnected to treatment," said Dave Kwasnick, creative director of Gatesman+Dave. "After meeting with leadership, key physicians, researchers and patient focus groups, it became evident that North Shore-LIJ's Cancer Institute is uniquely positioned because they combine a relentless treatment approach featuring a highly advanced network of expert resources with sympathetic care. For this campaign, we wanted to turn the table on cancer so patients feel empowered to do to cancer what cancer wants to do to them – and with North Shore-LIJ's help to do it first."

To field calls from consumers, the Cancer Institute has also established a navigation service (1-855-858-8550) to help guide patients to the right physicians and schedule appointments on their behalf. 

To establish a broader regional presence, the North Shore-LIJ Cancer Institute is investing $175 million over the next several years to open new cancer treatment centers and expand existing ones throughout the New York area. The Cancer Institute is comprised of 12 centers of excellence focused on: brain tumors, breast cancer, cancer genetics, gastrointestinal oncology, gynecologic oncology, head and neck oncology, hematologic oncology, lung cancer, melanoma and rare skin cancer, supportive oncology and pain management, pediatric hematology/oncology, and prostate and genitourinary cancer.

To view the cancer campaign's TV ads, go to: http://www.youtube.com/watch?v=t58Y42rMYrA and http://www.youtube.com/watch?v=8LTgj5ASUhw

SOURCE North Shore-Long Island Jewish Health System