The "wow" vs. the "how"
Talking to patients, we learned that they were far less interested in the complex science behind the technology and far more interested in what it would do for their lives. This ran counter to the way that each of the thirty-one other proton centers in the U.S. messaged their audience.
Patients were amazed that their lives continued to move forward even during the peak of proton therapy treatments. The side effects were minimal and they lived their lives much the same way they did before their cancer.
It boiled down to this: NYPC wants patients and families to be defined by their lives, not their cancer – to continue their lives without pause during and after treatment.
