The Challenge
ProCure is a state-of-the-art medical center that redefines the standards of cancer treatment. Offering proton therapy, the most advanced form of external beam radiation treatment, patients often experience no side effects and can maintain their day-to-day lives during treatment. The center has a distinctly warm and welcoming atmosphere, giving patients an even greater sense of reassurance in their fight against cancer.
The center was facing a unique challenge when they first engaged Prager Creative: despite its significant history of success, proton therapy was not well-recognized. Through extensive research and in-depth patient interviews, we found that newly-diagnosed cancer patients were often pushed toward more “traditional” treatments. Their referring physician usually urged surgery but failed to inform them about all treatment options available. Those treated with proton therapy had commonly taken the matter into their own hands, doing the research and making their own choice on what treatment was best for them.
Using this insight, we developed an approach that both educated the masses and empowered those with cancer to discover a treatment option that worked. Recognizing our purpose was to do far more than promote a brand, we distilled the complexities of advanced medical treatment, crystalized it into a voice that spoke to the mindset of cancer patients, and delivered it in a way that would cut-through. This culminated in a comprehensive campaign that extended to multiple executions across TV, radio, and digital channels, as well as a complete website overhaul. The result was a powerful brand platform that compelled the public to view cancer treatment with an entirely different outlook.
My Role
As lead Producer at Prager Creative, we worked directly with the marketing team at ProCure Cancer center to to align on vision, style, and deliverables for their new brand identity and website. Starting first with the production of actual patient testimonials, I managed the pre-production details including coordinating crews and scheduling, then managing crews onsite to ensure the shotlist aligned with the brand's vision and final deliverables. In post-production, I coordinated with the creative director to ensure deliverables meet technical and branding standards while maintaining consistency across all branding materials. While this project already had personal significance for me, the production was only more rewarding being the entire production was executed during the height of covid19 pandemic.
