Penrose Cancer Center
Case Study

Situation: Penrose Cancer Center wanted to introduce a revolutionary new cancer-fighting device to Colorado. Named CyberKnife, this robotic radiosurgery system treats tumors previously thought to be inoperable with no incisions, no pain and no recovery time.

Observation: While there are many approaches to fighting cancer, most traditionally involve surgery followed by weeks, or even months, of chemotherapy. Due to its extreme accuracy, CyberKnife can attack cancer with more powerful doses of radiation, with little or no side effects, and in as few as one to five treatments.

Solution: When you’re in a fight against cancer, you want a heavyweight in your corner. To show the power and immediate impact of this machine, a unique creative marketing approach was developed. Rather than show a typical cancer patient being treated for cancer, the campaign concept focused on arming the oncology doctors at Penrose with the “ultimate cancer-fighting machine” in the battle against cancer.

Outcome: This unique marketing approach proved to be incredibly successful. Penrose introduced CyberKnife to Colorado in April. By the end of that year, just eight short months after launch, the Oncology Department had exceeded its first-year goal of 140 patients by almost 25%. As the only such technology in Colorado, CyberKnife inquiries and the increased visibility of Penrose Cancer Center continue to position the center for future growth.