How we gave the Henry Ford Cancer Institute precisely the campaign they needed.


Henry Ford Health System


Having just launched their new brand campaign, "All For You," Henry Ford Health System was looking to extend the campaign into each clinical service line. As their agency of record, Brogan & Partners was tasked with helping them integrate the branding system-wide, beginning with a key clinical area: The Henry Ford Cancer Institute.


Henry Ford believes every solution should be as unique as the person they are caring for. At the Henry Ford Cancer Institute, advanced technology makes this especially true. A national leader in Precision Medicine, Henry Ford can precisely target a patient's treatment using their tumor's exact DNA. Our research found that even though Precision Medicine is a new concept for consumers, they understand this is a highly advanced and precise way to treat their cancer. Mixing science with storytelling, Brogan & Partners created TV and radio ads that explained how Henry Ford discovered "the only cancer of its kind in the world" - because it belongs to one unique patient. Henry Ford takes the time to understand a patient fully, from their DNA to their medical history to their life story, and then creates a treatment as unique as they are.

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