L E V I N E C A N C E R I N S T I T U T E

Brand Articulation and Messaging Platform

C O N T E N T S :

Overview/Rationale X

Potential Core Brand Values X

Brand Attributes X

Brand Personality X

Brand Positions X

The primary purpose of this initiative is to develop a core set of messages that together answer the following questions related to Levine Cancer Institute:

1. WHO ARE WE?

2. WHAT DO WE STAND FOR?

3. WHAT MAKES US DIFFERENT?

4. HOW CAN WE MAKE YOUR LIFE BETTER?

Ultimately, how we answer these questions is what defines our brand. It’s not about how we look; it’s about what we believe and the value that we deliver to all of our constituents. It is how we are perceived. It is about making an emotional and a rational connection that leads to an engaged relationship with the Institute where individuals care enough to become advocates and evangelists or our brand and our values.

IT IS IN A WORD, A PROMISE.

In the document that follows, we have articulated a

number of messages, beliefs and values that can be

accessed as we deliver communications to multiple

audiences—both internal and external—in marketing

materials and communications to the media, the

general public, patients, physicians, employees and

partners. The messages can be used to help define

corporate culture, as well as defining what makes us

different, relevant and valuable.

Some of the messages are purely for internal

consumption to help inform the tone and character

of communication, others provide a messaging

architecture that can be expanded upon in a number

of areas. Still others provide the building blocks for

content to help us talk about Levine Cancer Institute

to different audiences by adding depth related to

specific areas that help build our case.

POTENTIAL CORE BRAND VALUES

Brand values are the code by which the

brand lives. They act as a benchmark to

measure behaviors and performance. As an

organization, we place a high value on an

uncompromising commitment to care. The

values identified that provide the cultural

DNA of Levine Cancer institute inform the

tone and tenor of the marketing that is

developed to support the brand.

I N N O V A T I O N / C R E A T I V I T Y

C O M P A S S I O N

T E A M W O R K / C O L L A B O R A T I O N

P U R P O S E D R I V E N

K N O W L E D G E S H A R I N G

O P T I M I S M

C O M M I T M E N T

Q U A L I T Y

E X P E R T I S E

BRAND ATTRIBUTES:

A brand is a mixture of attributes, tangible and intangible, which, if managed properly, creates value and influence. These are the

marketable properties of the Institute.

INNOVATIVE MODEL OF CARE – DISTRIBUTIVE MODEL - ACCESS

TECHNOLOGY/CONNECTIVITY – THE REALIZATION AND UTILIZATION OF TELEMEDICINE, DATA MINING, ETC.

MORE PERSONALIZED CARE – NOT A STATE INSTITUTION

NAVIGATOR PROGRAM / COORDINATED CARE

TREAT THE WHOLE PERSON – INTEGRATIVE, NUTRITION, MUSIC THERAPY, ART THERAPY, YOGA, MASSAGE, ETC.

PHILOSOPHY OF BEING COMMUNICATIVE WITH REFERRING PHYSICIANS (RETURNING PATIENTS)

TUMOR REGISTRY (MASSIVE) – ECONOMY OF SCALE

INTEGRATION OF SERVICES/TEAM APPROACH – MULTIDISCIPLINARY TUMOR BOARDS (VIRTUAL ACCESS), CLINICALLY INTEGRATED SYSTEM…

COLLABORATION/SHARING

CLINICAL TRIALS/RESEARCH – ADDING PHASE 1 STUDIES, LOCAL ACCESS

DELIVERY MODEL BUILT ON RECOGNIZED EXPERTS AND PROTOCOLS; STANDARDIZATION OF QUALITY

PRESTIGE AND STATURE ASSOCIATED WITH THE REPUTATION OF KEY LEADERSHIP

-POINTS OF ACCESS- NUMEROUS “LOCAL” DOORWAYS TO A GREAT SYSTEM OF CARE.

-GREAT REPUTATION FOR MEDICAL ONCOLOGY, BREAST AND SURGICAL ONCOLOGY, AND PANCREATIC CANCER SURGERY

BRAND PERSONALITY:

The attribution of human personality traits (seriousness, warmth, imagination, etc.) to a brand is a way to achieve differentiation. These traits inform brand behavior through both prepared communication and through the people who represent the brand – the organization’s employees.

Those character traits associated with the LCI brand include:

CONFIDENCE

INTELLIGENCE

PASSION

EMPATHY

RESOLVE

CURIOSITY

RELENTLESSNESS

HOPEFULNESS

PRIDE

The mission of LCI is to provide everyone access to world class cancer research and treatment -

no matter who they are, no matter where they are.

BRAND ESSENCE:

The brand’s promise expressed in the simplest, most single-minded terms:

Access to care and positive outcomes

CORE BELIEF:

Where you live, should not determine how you fight cancer.

POSITIONING:

Cancer knows no boundaries and neither do we.

VALUE PROPOSITION:

We are changing the course of cancer care by providing universal access to world class research and treatment, so that where you live does not determine how you fight cancer. We are doing this through a unique, community-based care delivery model that:

Pushes knowledge/intellectual property out to community-based oncologists

Standardizes treatment protocols and outcome measures

Utilizes the latest communications technology to connect physicians, researchers and patients, regardless of geographic location.

Elevates and embraces community education, outreach and prevention

Localizes clinical trials, reaching populations not otherwise treated

Aggregates, evaluates and develops treatments based upon broad, system-wide research and data obtained from one of the largest tumor registries in the country

Access/Approach:

Improved access to standardized, world-class quality cancer care and research through the systems’ broad network of care locations and formalization of treatment and communications protocols

Exporting intellectual capital throughout the organization/system/network leads to a distribution of best practices and quality control, while creating a knowledge-sharing ecosystem for cancer care that benefits patients no matter where they are

Advocacy related to policy issues that impact access to cancer care for everyone

A commitment to community education and outreach related to cancer prevention and treatment

Technology:

Access to and utilization of outside resources and data/information gained from the formation of one of the largest tumor boards in the country

Utilization of the latest technology for connectivity and information sharing, taking full advantage of the promise of telemedicine and other technological advances that improve communication and the application of data/knowledge

Research:

Groundbreaking research and broadening access to clinical trials at the community level. Bringing Trials to places and people where they weren’t available in the past.

New and advanced cancer programs, state-of-the-art equipment and treatment protocols. At LCI patients have a higher likelihood of being enrolled in a trial.

Care:

A totally integrated care model that treats the entire patient through survivorship programs, nutrition, patient navigation and integrative/holistic medicine.

Patient experience enhanced by information technology innovations…

High level of compassion

MESSAGING PLATFORM:

The Institute is changing the course of cancer care through:

LCI ELEVATOR SPEECH:

As the emotional, financial and physical toll that cancer takes on the U.S. continues to grow, we find that its impact is actually disproportionate based on your socio-economic status and geographic location. At Levine Cancer Institute we are making it our mission to provide universal access to world-class research and treatment so that who you are and where you live, does not determine how you fight cancer.

Through a unique combination of information and communications technology, community-based care delivery, localized clinical trials and the sharing of intellectual capital, best practices and knowledge gained from one of the largest tumor boards in the country, we are changing the course of cancer care in the United States.

This approach will allow us to standardize treatment protocols and share research, regardless of geography or availability of specialized cancer care physicians. This creates a multiplier effect that improves outcomes for patients whoever and wherever they are, enabling us to fight cancer wherever we find it.