PATIENT STORYTELLING FOR GENESISCARE
Founded in Australia, GenesisCare moved aggressively into the U.S. market by acquiring 21st Century Oncology in 2020. The deal gave GenesisCare more than 300 locations in the U.S., mostly in areas that were not served by large urban hospitals or academic medical centers. GenesisCare sought to leverage their global network of thousands of physicians and extensive clinical research program to provide academic-level care at community clinics close to where patients live.
During their first few years in the U.S. market, GenesisCare faced a number of challenges that called for a strategic public relations effort. Particularly, it faced fierce competition from rival integrated cancer care networks with similar value propositions and well-established brands supported by highly visible advertising and marketing efforts.
FRENZY developed and executed a PR plan designed to position GenesisCare and their physicians as both credible authorities and trusted caregivers.
This was a two-fold approach: thought leadership on a national level, and patient-focused story-telling on a local level.
National opportunities offering GenesisCare physicians as experts were plentiful, but devising a strategy to deliver impactful PR to the local markets proved to be more challenging.
Thus, FRENZY created a plan and process for generating positive local PR:
- Improve engagement with regional marketing managers
- Develop compelling patient stories in each market
- Highlight local key opinion leaders
- Bring home national news stories
The success of this strategy resonated across media, including healthcare trade publications, local newspaper and digital outlets, and top-tier national titles.
