More Proof. Less Claim.

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I don’t like picking on Memorial Sloan Kettering Cancer Center’s advertising.  It’s not like they have better things to do than treat cancer.  But strategy is my job.

I was reading big pop-up, take-over ad from Memorial online, which started with the words “The future of cancer care.” It dissolved to a second screen which read “Now available on Long Island,” closing with logo and tagline “More Science. Less fear.” More science, by the way, is a genius brand strategy.  But here’s the rub. And it’s a rub for the MSKCC brand managers and agency Pereira O’Dell.  Prove it.  Don’t waste your breath, pixels and budget on a claim.  If you are trying to give patients and families hope, give them proof. Where’s the science? Where’s the more science?

We are smart consumers. We can take it. Start talking science.

This digital ad is from the “We’re here” school. This is our name, we are on Long Island, buy from us.

Shallow. More homework. Less fear.

Peace.