NEW YORK: The John Theurer Cancer Center at Hackensack University Medical Center has named Porter Novelli as its AOR after a review as it seeks to promote itself as an innovator.
The firm's scope of work spans strategic planning and branding, as well as traditional and social media relations.
The medical organization claims to be New Jersey's largest institution dedicated to diagnosis, treatment, management, research, screenings, and preventive care, as well as survivorship of patients with all types of cancer. It has 14 divisions.
“The decision was made to retain a marketing firm that was more world-renowned and more of a powerhouse in the marketplace, similar to how we've grown as a cancer center,” said Bryan Soltes, VP of marketing and business development at the center.
The organization narrowed down seven proposals from major firms to three, with Porter ultimately prevailing due to its understanding of best practices for raising awareness of organizations like the Cancer Center, he added. Soltes explained that the Omnicom Group firm's expertise in storytelling will be key to reaching a wide variety of stakeholders, including patients, caregivers, and healthcare providers.
Outreach will target both local and national audiences to convey its achievements and express that it is competing with organizations like Memorial Sloan-Kettering Cancer Center and New York University Cancer Institute in the areas of innovation and treatment, he said.
Soltes described the organization's relationship with Porter as “an annual relationship,” with a plan for it to be longstanding.
The incumbent on the account was P4 Strategy Group, a health communications agency that was based in New York City. P4 CEO Henry Engleka joined Porter earlier this summer.
Engleka led the pitch for the Cancer Center's business, according to Paul George, EVP and global director of Porter's health and wellness practice.
The agency also recently won Treo Solutions, a healthcare data analytics company, as a client.