ASCO
The World’s Leading Oncology Organization
ASCO first engaged Merz in 2007 for a rebrand and positioning initiative. The success of that work—along with a 2017 brand re-examination that reaffirmed the strategy—has made Merz a long-term, trusted partner. Today, Merz continues to support ASCO as it evolves and expands its growing portfolio of brands.
The Challenge
ASCO (American Society of Clinical Oncology), the world’s leading, not-for-profit, professional organization for oncology physicians and other cancer care 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.
The 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 was channeled through all of ASCO’s communications and marketing.
Services
- Brand Architecture
- Brand Development & Rebranding
- Brand Identity & Standards
- Brand Positioning
- Experiential Marketing
- Graphic Design
- Integrated Advertising Campaigns
- Market Research
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RESULTS
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ASCO membership worldwide increased
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Annual Meeting attendance increased to over 38,000 attendees
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Annual website visits have grown since launch of consumer online resource Cancer.Net
