1. 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

2. 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

3. 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.

4. 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.

5. 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.
INNO V AT IO N/CREATIVITY
CO MP AS S IO N
T E AMWO RK/CO LLABORATION
P URP O S E DRIV E N
KNO WLE DG E S HARING
O P TIMIS M
CO MMIT ME NT
Q UALITY
E X P E RT IS E

6. 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.

7. 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

8. 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

9. 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.

10. 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.

11. 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

12. 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:

13. 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.