CHICAGO: Cancer Treatment Centers for America (CTCA) has tapped Ketchum as its first-ever national PR agency.
The decision came after a thorough review process and the agency has already begun work, according to Chris Hamrick, director of corporate public relations for CTCA.
CTCA currently owns three hospitals, in suburban Chicago, Tulsa, Okla., and Philadelphia. With the company set to open a fourth in suburban Phoenix, and two more to follow, the time was ripe for a national PR effort, Hamrick said.
“Our story is about the success we’re having with these complex and advanced stage cancers,” Hamrick said. “That entire story needs to be told in a very appropriate way nationally, that is encouraging and empowering and helpful for patients, for employers, and for insurance companies.”
Ketchum’s work will run the gamut of communications work, Hamrick said, with media outreach and an increased focus on getting the company executives into the public eye.
Nancy Hicks, SVP and head of the North American healthcare practice at Ketchum, said the business provided a boost for the Chicago office. Hamrick said the CTCA was due for a national PR effort after concentrating mostly on advertising and online efforts and nearly a decade of sustained growth.
“We do a great job through our advertising and online efforts, but we need to add that third component so that we can expand the awareness to non-patient audiences and to enrich the understanding of what our brand really stands for,” he said.