THOUGHT LEADERSHIP AND PATIENT STORYTELLING FOR INTEGRATED CANCER CARE PROVIDER
SITUATION
Founded in Australia, GenesisCare moved aggressively into the U.S. market by acquiring 21st Century Oncology in 2020. The deal gave GenesisCare more than 300 locations in the U.S., mostly in areas that were not served by large urban hospitals or academic medical centers. GenesisCare sought to leverage their global network of thousands of physicians and extensive clinical research program to provide academic-level care at community clinics close to where patients live.
During their first few years in the U.S. market, GenesisCare faced a number of challenges that called for a strategic PR effort. Particularly, they faced fierce competition from rival integrated cancer care networks with similar value propositions and well-established brands supported by highly visible advertising and marketing efforts.
SOLUTION
FRENZY developed and executed a PR plan designed to position GenesisCare and their physicians as both credible authorities and trusted caregivers.
This was a two-fold approach: thought leadership on a national level, and patient-focused story-telling on a local level.
National opportunities offering GenesisCare physicians as experts were plentiful, but devising a strategy to deliver impactful PR to the local markets proved to be more challenging.
FRENZY created a plan and process for generating positive local PR by improving engagement with regional marketing managers, developing compelling patient stories in each market, highlighting local key opinion leaders, and finally, bringing home national news stories.
RESULTS
The success of this strategy resonated across media, including healthcare trade publications, local print and digital outlets, and top-tier national titles.
2.09B unique monthly visitors
52.35M real impressions
$19.37M advertising value equivalency
11 new centers started PSMA PET programs
15 patients received Viewray Mridian® radiotherapy treatments
50 new locations began Skinviva® cancer treatment programs
