Women get prostate cancer too
ProCure Proton Therapy Centers had a proven and highly advanced technology for treating cancer, particularly prostate cancer. The challenge was that not many people knew about it or the efficacy of such a treatment. The technology is non-invasive and produces significantly fewer side effects, enabling patients to maintain a relatively normal quality of life throughout their treatment. However, ProCure was delivering this great news to the wrong people. We discovered an important insight: Men diagnosed with prostate cancer aren’t the ones researching treatment options; it’s their spouses and significant others. That voila moment led to a campaign that resonated with patients and their partners in a big way. The “women get prostate cancer too” messaging has helped ProCure centers around the country exceed their new patient target goals by more than 20% system-wide.

Jeff’s Role: Creative direction