Public awareness and Branding example: ProCure - Saxum

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Challenge

Saxum began working with ProCure Proton Therapy Center in Oklahoma City in October 2006 in preparation for the center opening in July 2009. We were tasked with raising awareness of ProCure and proton therapy as an effective treatment option for many tumor types. When the center opened, it was the sixth center in the nation to offer proton therapy, and our team was challenged with overcoming misinformation and a lack of information in the state and in the region to educate the public on the benefits of proton therapy while positioning ProCure and its physicians as leaders in cancer treatment.

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Strategy/Tactics

We work closely with the ProCure team to increase public awareness and understanding of proton therapy by planning and executing integrated marketing strategies, including media relations, patient advocacy programs and producing creative marketing materials.

Our media relations plan includes securing coverage of company news and expert positioning for physicians, but our primary focus is on helping patients tell their stories in their communities to reach new potential patients.

Many ProCure patients ask how they can help spread the word about proton therapy, and as a response, Saxum developed the Helping Others program, which empowers patients to be advocates for proton therapy by providing tools and resources. Patients are ProCure’s biggest advocates, and they support proton therapy in a variety of ways, like working with Saxum on media relations efforts, scheduling speaking engagements for themselves or ProCure staff, visiting with potential referring physicians and more.

To further increase awareness of ProCure, we developed and produced a high-quality video that showcases the facility, highlights the center culture, explains the complicated technology used to treat patients and describes the patient experience.

Results

From the beginning of our partnership in 2006, through the center’s four-year anniversary in July 2013, Saxum has secured 854 media placements with an estimated total of more than 109.8 million impressions. Many patients have reported that a Saxum-secured article was the reason they called ProCure for a consultation. Helping Others has given patients an avenue for advocacy and is a model that has been replicated in each ProCure center across the nation. The video is also used nationally by ProCure for patient consults and field visits to potential referring physicians, and it is also used by patient advocates to help spread the word about proton therapy.

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