Leading the way in care, discoveries patient centricity

Work: Strategy & verbal identity
Category: Cancer Care
Services provided: Brand mission; internal and external campaign names/initiatives, name strategy & guidelines; numerous name efforts

MSK is driving 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 equity-building initiatives that solidify MSK’s role at the forefront of cancer care and patient centricity.

Here are some examples
…

NEW BRAND MISSION

“Ending Cancer for Life”

As it assumed category leadership, MSK sought to rally employees, patients, scientists, donors, and caregivers around the world to a higher order mission. It 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. “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."

The MSK Campaign is raising $6B over 6 years for new treatments, therapies, and cures by 2030. The campaign strategy and name appeal directly to major donors wishing to fuel near term breakthroughs. “Leading Science. Changing Lives.” builds on140 years of MSK discoveries and the notion that each gift could “fund the next leap now”. It gives donors a place on the frontlines of research and care that could save a loved one today, or make their cancer survivable— in their lifetime. Connecting donor dollars to real individual outcomes has struck a deep chord. In just 1.5 years MSK has raised $400B and is well on its way to achieving its fundraising target.

AWARENESS CAMPAIGN STORIES

"It takes MSK" is an ad campaign that spotlights patient triumphs that are only possible because of MSK’s leadership, scientific advances, accessibility, and care. The campaign captures stories told first hand by real MSK patients, physicians, survivors, or family members. Accounts range from ones about beating their cancer against the odds, special doctor/patient realtionships, the doctor and clinical trials that made a difference, and so on. Each story is a proofpoint for believing in MSK and how getting treated there matters.

"It takes MSK”

INTERNAL CAMPAIGN

"One MSK"

This internal campaign preceded the launch of the mission and was created to foster seamless collaboration across diverse MSK teams, divisions, clinics, trials and institutes. The name “One MSK” is a simple aspiration and reminder that everyone at every level in this incredible organization is working toward the same purpose - solving for cancer / saving lives, and each plays a part in consistently stewarding MSK values, culture, and brand.

NEW MSK-WIDE NAMING STRATEGY

Masterbrand Descriptive

When dealing with cancer the last thing anyone wants is to face the added complexity of navigating unfriendly clinic acronyms and program names. The decision to adopt a descriptive name strategy across MSK is a subtle, yet powerful way for MSK to commit to intuitive, approachable patient experiences. Descriptive names prioritize clarity for everyone— be they patients or physicians. It ensures all can navigate a self-explanatory MSK system with ease.

In our case, the system goes one further, with a default gate to use messaging first, unless a name is clearly needed. It also promotes plain English words (over medical terms or acronyms) for greater accessibility. This applies to clinic, campaign, and initiative names, which as shown above, manage to differentiate MSK while remaining approachable and fully descriptive.