GenesisCare: Launching the UK’s First MRIdian technology

The GenesisCare campaign: The campaign generated more than 36 million views across all platforms and contributed to a five-fold year-on-year increase in patient referrals. Image credit: GenesisCare

The Ask

GenesisCare, a leading private cancer care provider, needed a compelling creative concept for an out-of-home advertising campaign to launch the UK’s first MRI-guided radiotherapy technology at their Oxford centre. The organisation also required a refreshed brand strategy that clearly communicated the significance of this technology and GenesisCare’s role in advancing cancer care.

The Challenge

MRI-guided radiotherapy technology had the potential to give more people living with cancer access to highly precise treatment. However, as this technology was a UK-first, limited awareness meant that many eligible patients may not access the care from which they could potentially benefit.

The challenge was to translate complex medical technology into a clear, human and accessible proposition, one that would resonate with people living with cancer, while building understanding and confidence among healthcare professionals.

The Campaign

Working closely with the Public Affairs and Communications leads, and drawing on consumer insights from data analytics, I helped develop the creative concept and copy for the OOH campaign. I distilled the system’s technical capabilities into concise, impactful messaging designed to work across multiple formats, including digital advertising.

I also developed a refreshed brand narrative that positioned GenesisCare at the forefront of innovative cancer treatment. The narrative connected the precision of MRI-guided radiotherapy with what mattered most to patients: greater confidence, more personalised care and access to advanced treatment closer to home.

The Impact

The campaign generated more than 36 million views across all platforms and contributed to a five-fold year-on-year increase in patient referrals.

It also established a clear and compelling proposition for the UK’s first MRIdian system at GenesisCare’s Oxford centre, creating a consistent foundation for patient communications, healthcare professional engagement and future brand activity.