Lenz has partnered with Georgia Cancer Specialists for more than 10 years, leading its marketing and branding initiatives and helping the practice double its number of physicians and offices in that time. Today, GCS is a Top 10 Cancer Practice in the U.S. with 42 physicians, 36 offices, and more than 40,000 active patients.

Lenz orchestrates a balanced approach of branding the GCS name and identity throughout Georgia and marketing the individual physicians in their local communities. The resulting integrated campaign has included:

The Cancer Answer campaign: Lenz worked with GCS to develop and extend the practice’s tagline through multiple media platforms, including TV, radio, print, outdoor, and online.

PR: Georgia Cancer Specialists and its physicians appear in the news media several times each week on average, raising the practice’s profile and helping position its doctors as the local cancer experts.

Web site and Intranet: The GCS web site is among the best-traveled practice web sites in the U.S., providing an interactive experience for GCS patients and their families, as well as community members looking for helpful information about the disease. The Ask the Doc feature provides online access to the practice’s world-class physicians and helps GCS communicate with prospective patients.

Lenz also developed the practice’s internal web site for physicians and staff, called the Intranet, which manages and streamlines GCS internal communications.

Social media: GCS’s Facebook page is a community resource for patients and their families looking to share their cancer journeys. Lenz updates the site several times each week with relevant industry and practice news.

Community events: Since 2003, GCS has hosted Totes 2 Tots, a suitcase drive to benefit Georgia’s foster children. To date, more than 20,000 totes have been collected and distributed to children in need through a partnership with DFCS.

Totes also generates more than 100 media hits every year, and receives tens of thousands of dollars in free advertising through a partnership with WSB-TV’s Family 2 Family program.

Physician events: Since 2004, GCS has hosted physician-networking events at its local offices, called Doctoberfest. These untraditional open house events include German-themed decorations and refreshments and, occasionally, an accordion player in lederhosen!

Opportunity: Position Georgia Cancer Specialists as the leading community oncology practice in Georgia.

Lenz plan: Target healthcare consumers by promoting the GCS brand and individual physicians through an integrated marketing campaign.

Results: GCS has doubled in size (number of offices and physicians) during its 10-year partnership with Lenz.