LEVINE CANCER INSTITUTE. Brand Articulation and Messaging Platform

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1 LEVINE CANCER INSTITUTE Brand Articulation and Messaging Platform

2 CONTENTS: Overview/Rationale X Potential Core Brand Values X Brand Attributes X Brand Personality X Brand Positions X

3 The primary purpose of this initiative is to develop a core set of messages that together answer the following questions related to Levine Cancer Institute: 1. WHO ARE WE? 2. WHAT DO WE STAND FOR? 3. WHAT MAKES US DIFFERENT? 4. HOW CAN WE MAKE YOUR LIFE BETTER? Ultimately, how we answer these questions is what defines our brand. It s not about how we look; it s about what we believe and the value that we deliver to all of our constituents. It is how we are perceived. It is about making an emotional and a rational connection that leads to an engaged relationship with the Institute where individuals care enough to become advocates and evangelists or our brand and our values. IT IS IN A WORD, A PROMISE.

4 In the document that follows, we have articulated a number of messages, beliefs and values that can be accessed as we deliver communications to multiple audiences both internal and external in marketing materials and communications to the media, the general public, patients, physicians, employees and partners. The messages can be used to help define corporate culture, as well as defining what makes us different, relevant and valuable. Some of the messages are purely for internal consumption to help inform the tone and character of communication, others provide a messaging architecture that can be expanded upon in a number of areas. Still others provide the building blocks for content to help us talk about Levine Cancer Institute to different audiences by adding depth related to specific areas that help build our case.

5 POTENTIAL CORE BRAND VALUES Brand values are the code by which the brand lives. They act as a benchmark to measure behaviors and performance. As an organization, we place a high value on an uncompromising commitment to care. The values identified that provide the cultural DNA of Levine Cancer institute inform the tone and tenor of the marketing that is developed to support the brand. INNOVATION/CREATIVITY COMPASSION TEAMWORK/COLLABORATION PURPOSE DRIVEN KNOWLEDGE SHARING OPTIMISM COMMITMENT QUALITY EXPERTISE

6 BRAND ATTRIBUTES: A brand is a mixture of attributes, tangible and intangible, which, if managed properly, creates value and influence. These are the marketable properties of the Institute.

7 INNOVATIVE MODEL OF CARE DISTRIBUTIVE MODEL - ACCESS PRESTIGE AND STATURE ASSOCIATED WITH THE REPUTATION OF KEY LEADERSHIP CLINICAL TRIALS/ RESEARCH ADDING PHASE 1 STUDIES, LOCAL ACCESS DELIVERY MODEL BUILT ON RECOGNIZED EXPERTS AND PROTOCOLS; STANDARDIZATION OF QUALITY TECHNOLOGY/ CONNECTIVITY THE REALIZATION AND UTILIZATION OF TELEMEDICINE, DATA MINING, ETC. NAVIGATOR PROGRAM / COORDINATED CARE TUMOR REGISTRY (MASSIVE) ECONOMY OF SCALE INTEGRATION OF SERVICES/ TEAM APPROACH MULTIDISCIPLINARY TUMOR BOARDS (VIRTUAL ACCESS), CLINICALLY INTEGRATED SYSTEM MORE PERSONALIZED CARE NOT A STATE INSTITUTION TREAT THE WHOLE PERSON INTEGRATIVE, NUTRITION, MUSIC THERAPY, ART THERAPY, YOGA, MASSAGE, ETC. PHILOSOPHY OF BEING COMMUNICATIVE WITH REFERRING PHYSICIANS (RETURNING PATIENTS) COLLABORATION/ SHARING -POINTS OF ACCESS- NUMEROUS LOCAL DOORWAYS TO A GREAT SYSTEM OF CARE. -GREAT REPUTATION FOR MEDICAL ONCOLOGY, BREAST AND SURGICAL ONCOLOGY, AND PANCREATIC CANCER SURGERY

8 BRAND PERSONALITY: The attribution of human personality traits (seriousness, warmth, imagination, etc.) to a brand is a way to achieve differentiation. These traits inform brand behavior through both prepared communication and through the people who represent the brand the organization s employees. Those character traits associated with the LCI brand include: CONFIDENCE INTELLIGENCE PASSION EMPATHY RESOLVE CURIOSITY RELENTLESSNESS HOPEFULNESS PRIDE

9 The mission of LCI is to provide everyone access to world class cancer research and treatment - no matter who they are, no matter where they are.

10 BRAND ESSENCE: The brand s promise expressed in the simplest, most single-minded terms: Access to care and positive outcomes CORE BELIEF: Where you live, should not determine how you fight cancer. POSITIONING: Cancer knows no boundaries and neither do we.

11 VALUE PROPOSITION: We are changing the course of cancer care by providing universal access to world class research and treatment, so that where you live does not determine how you fight cancer. We are doing this through a unique, community-based care delivery model that: Elevates and embraces community education, outreach and prevention Localizes clinical trials, reaching populations not otherwise treated Pushes knowledge/ intellectual property out to communitybased oncologists Standardizes treatment protocols and outcome measures Utilizes the latest communications technology to connect physicians, researchers and patients, regardless of geographic location. Aggregates, evaluates and develops treatments based upon broad, system-wide research and data obtained from one of the largest tumor registries in the country

12 MESSAGING PLATFORM: The Institute is changing the course of cancer care through: Access/Approach: Technology: Research: Care: Improved access to standardized, worldclass quality cancer care and research through the systems broad network of care locations and formalization of treatment and communications protocols Exporting intellectual capital throughout the organization/system/network leads to a distribution of best practices and quality control, while creating a knowledge-sharing ecosystem for cancer care that benefits patients no matter where they are Access to and utilization of outside resources and data/information gained from the formation of one of the largest tumor boards in the country Utilization of the latest technology for connectivity and information sharing, taking full advantage of the promise of telemedicine and other technological advances that improve communication and the application of data/knowledge Groundbreaking research and broadening access to clinical trials at the community level. Bringing Trials to places and people where they weren t available in the past. New and advanced cancer programs, state-ofthe-art equipment and treatment protocols. At LCI patients have a higher likelihood of being enrolled in a trial. A totally integrated care model that treats the entire patient through survivorship programs, nutrition, patient navigation and integrative/holistic medicine. Patient experience enhanced by information technology innovations High level of compassion Advocacy related to policy issues that impact access to cancer care for everyone A commitment to community education and outreach related to cancer prevention and treatment

13 LCI ELEVATOR SPEECH: As the emotional, financial and physical toll that cancer takes on the U.S. continues to grow, we find that its impact is actually disproportionate based on your socioeconomic status and geographic location. At Levine Cancer Institute we are making it our mission to provide universal access to world-class research and treatment so that who you are and where you live, does not determine how you fight cancer. Through a unique combination of information and communications technology, community-based care delivery, localized clinical trials and the sharing of intellectual capital, best practices and knowledge gained from one of the largest tumor boards in the country, we are changing the course of cancer care in the United States. This approach will allow us to standardize treatment protocols and share research, regardless of geography or availability of specialized cancer care physicians. This creates a multiplier effect that improves outcomes for patients whoever and wherever they are, enabling us to fight cancer wherever we find it.

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