A bold vision for cancer care and patient-centricity
Work: Strategy & verbal identity
Category: Cancer care
Services provided: Brand mission; internal & external campaign names and initiatives; name strategy & guidelines; numerous name efforts
MSK drives clinical care and research well beyond its hospital walls to improve the lives of all people with cancer. Working closely with stakeholders across the organization, I was part of the core team behind several brand equity-building initiatives now solidifying MSK’s role at the forefront of cancer care and patient centricity.
Here are some examples
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New mission
“Ending Cancer for Life”
As MSK continues to expand cancer treatments and possibility of survival, it wanted to draw patients, scientists, donors and caregivers around the world to a higher order mission. The mission had to convey how every day, MSK doctors, scientists and nurses lead with courage and creativity to answer cancer’s biggest questions, and to improve the lives of patients everywhere.
“Ending Cancer for Life” engages them all in a bold, yet tangible, vision. Ending draws on MSK’s role in leading collective discoveries that get us ever closer to cures. For life evokes a day when recovery is not only possible, but where cancer itself is survivable.
New capital campaign
"The MSK Campaign:
Leading Science. Saving Lives."
MSK has 6 years to raise $6B for new cancer treatments, therapies and cures by 2030. “Leading Science. Changing Lives.” appeals to donors seeking to seeking to make a difference— during their lifetimes.
The Leading Science… portion builds on140 years of MSK discoveries and the notion that each gift could “fund the next leap” right now. The ”…Changing Lives” portion connects donor dollars to real individual outcomes.
The campaign has struck a deep chord. Already at $400B, MSK is well on its way to achieving its fundraising target.
Awareness campaign stories
"It takes MSK”
The "It takes MSK" ad campaign spotlights patient triumphs that are only possible because of MSK’s leadership, scientific advances, accessibility, and care.
It captures firsthand stories told by real MSK patients, physicians, survivors and family members. Accounts range from ones about beating their cancer against the odds, the clinical trials that changed those odds, special doctor/patient relationships that were forged, and so on.
Each story provides a proofpoint for believing in MSK and underscoring how getting treated there matters.
Internal campaign
"One MSK"
This campaign was created to foster seamless collaboration across MSK’s many teams, divisions, clinics, trials and research institutes.
The name “One MSK” serves as simple aspiration and reminder that everyone, at every level, in this incredible organization is working toward the same purpose— ending cancer / saving lives, and each has a part in stewarding MSK’s values, culture, and brand to that end.
New MSK-wide naming strategy Masterbrand Descriptive
Adopting a “masterbrand descriptive name” strategy across MSK is a subtle, yet powerful way, for MSK to commit to intuitive, approachable patient experiences.
Straightforward names prioritize clarity for patients and physicians, ensuring all can navigate a self-explanatory system free of acronyms and complexity.
The strategy extends beyond offerings to clinic, campaign, and initiative names, and is effectively differentiating MSK while keeping it approachable.
