Putting a Good Spin on Cancer Awareness
The key to smart marketing through team and event sponsorships is to find a cause that resonates with your audience… and then make a connection that can’t be missed. That’s exactly what ProCure did in Somerset, NJ, with the 2012 “Riding to Promote Prostate Cancer Awareness” Bike-A-thon. What’s cool, though, is that they didn’t simply pay to have their logo put on event signage, they entered their own team!
“It all started with some of our team members who were biking together every Wednesday night,” says Chris Domalewski, Director, Marketing and Business Development. “They thought it would be smart for us to enter the bike-a-thon and came up with the name: Cycletrons.” The catchy team name refers to the Cyclotron equipment ProCure uses in treating cancer through proton therapy.
The ProCure marketing team worked with ROBYN to create custom branded jerseys for the team to wear at the event. “We were by far the best looking team out there,” said Chris. “And, each member carried business cards in the pockets on the back to hand out (brochures were just too big!).”
ProCure is one of the leaders in the rapidly growing field of proton therapy with three facilities open in Oklahoma City, Chicago and New Jersey plus a Seattle location scheduled for 2013 and Florida and Michigan locations in development. Currently, there are only 10 proton therapy facilities in the United States, but ProCure is changing that.
“Our founder was treated by proton therapy in the basement of a hospital several years ago,” Chris said. “While he was a firm believer in the treatment, he wanted to build a facility that was relaxing and healthy. That’s why our treatment centers feel more like a spa with plenty of sunshine, live plants, soft fuzzy slippers and plush robes.”
“This is the next wave of cancer treatment,” she said. “We want to make it available to everyone.”
Posted on Mon, October 29, 2012
by Brian Blake