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Great Lakes Cancer Care

Cancer isn’t a diagnosis you fight alone.

That’s the insight that drove a consortium of Western New York’s medical leaders to launch a new, community-wide collaborative approach to cancer care—and to enlist The Martin Group to help create and launch a brand for the new entity. We began with research to determine the right path forward, from internal interviews with key stakeholders to competitive analysis to review best practices in the space. From there, we established a name: Great Lakes Cancer Care, speaking to the wide range of community locations throughout Western New York with partner organizations Cancer Care of Western New York; ECMC; General Physician, PC; Great Lakes Medical Imaging; Kaleida Health; UBMD Physicians’ Group; Western New York Urology Associates; and Windsong Radiology Group.

With foundational elements like tagline and visual identity in place, we then developed a brand campaign thematic: Together, We’re Bigger Than Cancer. Speaking to the breadth of experience and human approach to treatment that’s inherent to the group’s care, this thematic was brought to life verbally and visually across multiple touchpoints, including print, outdoor, television, radio, and digital advertising, as well as environmental branding, collateral, and a new, comprehensive website. Today, Great Lakes Cancer Care serves patients throughout Western New York and beyond, bringing a personal approach to one of the toughest medical situations.