City of Hope is Home to Korean American Cancer ExpertsJune 19, 2017
First-ever Korean-American campaign highlights national and global leaders in the field of cancer treatment and research; aims to increase awareness of institute’s lifesaving mission and impact
DUARTE, Calif. — City of Hope launched its first integrated Korean-language marketing and outreach campaign targeting the Korean-American community in Southern California. The multimedia campaign features City of Hope’s renowned doctors and researchers and highlights the innovative lifesaving technologies and treatments being developed and implemented to help patients achieve successful outcomes. Among the many leaders and experts at City of Hope are a significant number of Korean-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.
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. 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 care from global leaders and experts across disciplines.
“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., vice chair 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.”
“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. Everyone deserves the best cancer care available and language should not be a barrier to finding the best option possible. City of Hope has world-renowned experts who specialize in cancers that most impact Korean-Americans and this campaign highlights just a few of those doctors and researchers who work hard every day to continuously advance cancer treatment through their medical practice and scientific research.”
City of Hope’s Korean-language campaign was developed based on key insights resulting from qualitative research conducted among Korean-American cancer patients and their caregivers. It includes Korean-language TV, radio, print, outdoor and digital advertising. To learn more about City of Hope, please visit CityofHope.org/Korean.
About City of Hope
City of Hope is an independent research and treatment center for cancer, diabetes and other life-threatening diseases. Designated as one of only 48 comprehensive cancer centers, the highest recognition bestowed by the National Cancer Institute, City of Hope is also a founding member of the National Comprehensive Cancer Network, with research and treatment protocols that advance care throughout the world. City of Hope is located in Duarte, California, just northeast of Los Angeles, with community clinics throughout Southern California. It is ranked as one of "America's Best Hospitals" in cancer by U.S. News & World Report. Founded in 1913, City of Hope is a pioneer in the fields of bone marrow transplantation, diabetes and numerous breakthrough cancer drugs based on technology developed at the institution. For more information about City of Hope, follow us on Facebook, Twitter, YouTube or Instagram.