Memorial Sloan-Kettering Cancer Center was opening a new, strategically important Long Island facility called the Suffolk Outpatient Center. It was MSKCC’s first free-standing outpatient center and pivotal to the success of an ambitious regional growth strategy to better serve a growing suburban patient population.

MSKCC requested the services of Axel F. Bang to shape a three-month communications plan for the opening. The message: the quality of staff and advanced technology available at the new 50,000 square foot center will be the same as at the main Manhattan campus, but the location will be more convenient for existing MSKCC patients on Long Island who require multiple chemotherapy and radiation therapy treatments.

The plan included writing a special newsletter for internal audiences and developing and implementing an aggressive media plan to reach the Long Island public. Axel F. Bang developed a media package (news release, fact sheets, photos) and placed sequential, in-depth stories about the opening in:

• The New York Times
• Newsday
• Long Island Business News
• Business Long Island
• News 12 Long Island
• Several large-circulation Long Island weeklies

<<PREVIOUS PAGE <<