Challenge
Develop a new brand image for the largest physician organization in the oncology sector,
comprised of close to 30,000 oncology professionals along with a new consumer-focused
website Cancer.net.

Solution
We conduced extensive research with ASCO staff, members, Board members and patient
advocates to find the soul of the organization. This led to a new corporate identity and more
accessible positioning: The American Society of Clinical Oncology is home to the world’s leading
cancer doctors, who have the knowledge and passion to improve the lives of people living with
cancer and to empower those who care for and about them.

Results
Major branding rollout received enthusiastically by CEO, Board and staff; Annual Meeting registrations are strong (one of the largest meetings in healthcare); Traffic to the consumer website, Cancer.net increased by 52% over prior year.