Promising new cancer treatments are unfolding at breakneck speed. Advanced clinical trials are transforming the way cancer is treated. Innovative partnerships are expanding access to best-in-class therapies. Which is why it’s an incredible privilege that CooperKatz has been the PR agency-of-record for Memorial Sloan Kettering Cancer Center (MSK) since 2014.
Named one of the nation’s top hospitals for cancer care by U.S. News & World Report, Memorial Sloan Kettering Cancer Center (MSK) engaged CooperKatz to enhance – and expand – both its institutional reputation and how people think about cancer.
In this role, we publicize new studies, support regional partnerships, advance institutional priorities, amplify key events and develop thought leadership initiatives that bolster MSK’s best-in-class reputation. One example of this thought leadership is our partnership with MSK to educate the public on the importance of cancer clinical trials.
CooperKatz led an institution-wide campaign to 1) understand the barriers of today’s alarmingly low clinical trial participation and 2) begin to address this and position MSK as a leader in its field. We surveyed more than 1,500 consumers and almost 600 physicians.
Analyzing their concerns about safety, placebos, costs and more, we parlayed the research into more than 120 earned national and regional media placements – from USA Today, HealthDay, WebMD and U.S. News & World Report, to Becker’s Hospital Review, STAT News, Fast Company and American Journal of Managed Care. Earned media garnered 89 million impressions. We also helped lead an integrated, multi-discipline effort to drive this campaign through all owned, social and paid channels – working in close partnership with MSK leaders and agency partners across all marcomm disciplines.
The research commissioned by MSK showed how significantly and quickly education can improve how a person views clinical trials. This is why our team is continuing its focus to address misperceptions – all toward the societal goal to accelerate therapeutic advances and transform the way cancer is treated.