Challenge
ASCO (American Society of Clinical Oncology), the world’s leading professional organization for physicians and oncology professionals, partnered with Merz to develop a strategic direction to help solidify their position as the authoritative voice in the cancer community and to communicate a leadership position to elevate ASCO from other cancer organizations.
Solution
Merz conducted comprehensive qualitative research to get to the heart of the ASCO brand, including focus groups and one-on-one interviews with the ASCO Board, executive committees, staff, members, oncology professionals, consumers and key stakeholders. Merz created a lasting value proposition that culminated in the tagline: “Making a world of difference in cancer care.” This positioning has been channeled through all of ASCO’s communications and marketing.
Results
From the introduction of this positioning in 2007, including a re-examination and affirmation of the branding in 2017, ASCO has achieved significant return on the relationship. This includes an increase in global membership which now includes the full cancer-care team, attendance at its Annual Meeting, as well as a dramatic increase in staff and the number of programs and services it offers to members. Merz continues to play a significant role in the evolution of ASCO and its growing portfolio of brands.
Merz
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