Cancer Research Mobilizes Branding Efforts of Three Academic Hospitals

With managed care squeezing national research dollars, there's no room for competition where cancer is concerned. Which is why three of the nation's top academic hospitals for cancer research - Dana-Farber Cancer Institute, Brigham & Woman's Hospital and Massachusetts General Hospital - came together as Dana-Farber/Partners CancerCare (DFPC) to form a collaborative branding initiative throughout the Boston region. The new campaign, which targets undiagnosed adults, promotes the collaboration as a leader in the marketplace for adult cancer.