Case Study: ASCO

Making a world of difference in cancer care

  • ASCO membership increased by 64% worldwide
  • Annual Meeting attendance rose by 30% to over 38,000 attendees
  • Since launch of consumer online resource Cancer.Net, annual website visits have grown to 34 million
Challenge

ASCO (American Society of Clinical Oncology), the world’s leading professional organization for physicians and oncology professionals, partnered with Merz to develop a strategic direction to help solidify their position as the authoritative voice in the cancer community and to communicate a leadership position to elevate ASCO from other cancer organizations.

Solution

Merz conducted comprehensive qualitative research to get to the heart of the ASCO brand, including focus groups and one-on-one interviews with the ASCO Board, executive committees, staff, members, oncology professionals, consumers and key stakeholders. Merz created a lasting value proposition that culminated in the tagline: “Making a world of difference in cancer care.” This positioning has been channeled through all of ASCO’s communications and marketing.

Results

From the inception of this positioning nearly 10 years ago, ASCO has achieved significant return on the relationship, including an increase in both global membership and attendance at its Annual Meeting, as well as a dramatic increase in traffic to its consumer website, Cancer.Net. Merz continues to play a significant role in the evolution of the ASCO brand and its growing portfolio of brands.