For the first time, City of Hope is targeting the Korean community in Southern California with a marketing and outreach campaign. Spanish- and Chinese-language campaigns are continuing for a second year.
The multimedia campaigns, which include ads and webpages in Spanish, Chinese and Korean, highlight national and global leaders in the field of cancer treatment and research, and aim to increase awareness of City of Hope’s lifesaving mission and impact.
Among the many leaders and experts at City of Hope are a significant number of Korean-American, Hispanic-American and Chinese-American surgeons, physicians, researchers and staff who are leading the way in cancer treatment through surgical innovations, multidisciplinary treatments and compassionate care that result in a patient’s positive recovery.
As this is its first time marketing to a Korean audience, City of Hope based its campaign on key insights from qualitative research conducted among cancer patients and their caregivers. The in-language campaign includes TV, radio, print, outdoor and digital advertising.
Alex Herrera, M.D.
“City of Hope is committed to delivering compassionate and comprehensive cancer care to all communities,” said Len Fong, associate vice president of strategic alliances. “In order to do so, we need to make sure that we are reaching communities in the language that they prefer and through the channels and platforms from which they receive their information.”
For example, cancer is a leading cause of death among Asian-Americans; approximately one in three will be diagnosed with cancer in his or her lifetime. Korean-Americans have the highest stomach cancer risk among all ethnic groups in the United States — it is the leading cancer killer for Korean-American men. In addition, liver cancer disproportionately impacts Korean men and women. City of Hope is a pioneer and national leader in minimally invasive surgery such as robotic surgery, and is uniquely poised to provide Korean-Americans expert care.
“City of Hope’s physicians and researchers belong to the community, speak the language and have a heart for the community,” said Yanghee Woo, M.D., director of international surgery, associate clinical professor of City of Hope’s Division of Surgical Oncology in the Department of Surgery. and director of the Gastroenterology Minimally Invasive Therapy Program. “Together, we work with like minds to provide best-in-class, holistic care to patients while continuing to research and translate scientific findings into new therapies for our cancer patients with great urgency. Every day, I give my best, bringing together the expertise, knowledge, innovation and wisdom I have accumulated to recommend the treatment with the best outcome to my patients. I trust my colleagues to provide the same combination of science and care because we have the same goal: to send patients home to their loved ones on a path to recovery.”
This is the second year that City of Hope has launched a campaign aimed at the Chinese-American community in Southern California, featuring Chinese-speaking City of Hope doctors and researchers. Chinese-Americans are most impacted by colorectal, liver and lung cancer.
Hua Yu, M.D.
“Passionate scientists who are original, creative and daring enough to make discoveries come to City of Hope to work toward the common goal of making a difference in the lives of patients,” said Hua Yu, Ph.D., the Billy and Audrey L. Wilder Professor in Tumor Immunology and associate chair of City of Hope’s Department of Immuno-Oncology.
This is also the second year for City of Hope’s campaign targeting Spanish-speaking communities. The comprehensive campaign features Spanish-speaking City of Hope doctors and scientists who are positively impacting the lives of cancer patients and their families.
"City of Hope believes it’s critically important that Hispanic patients know that there is a world-class research and cancer treatment center in their community,” said Alex Herrera, M.D., assistant professor in City of Hope’s Department of Hematology & Hematopoietic Cell Transplantation. “One of my goals as a physician and that of our team is to communicate to our community that we are here to serve and support them.”
It is estimated that cancer is the leading cause of death among U.S. Hispanics, with more than 22 percent of total deaths in 2012 being cancer-related. According to the most recent cancer figures in the U.S., about one in three Hispanics will be diagnosed with cancer in his or her lifetime. The American Cancer Society also estimates that one in five Hispanic men and one in six Hispanic women will die from cancer.
“We want every member in our community to have access to the level of care that City of Hope provides. This Spanish-language campaign is an extension of our lifesaving work because it will ensure that no patient is left behind,” Herrera added.