The London Clinic Cancer Centre Press Release

Press Release

The London Clinic launches new cancer centre

The London Clinic, one of Europe’s most prestigious private hospitals has recently opened a new, £80 million, dedicated cancer centre, offering the UK’s most advanced cancer treatment and care.

Last year, The London Clinic appointed Hurrell Moseley Dawson & Grimmer to develop the launch campaign for the launch of the cancer centre. The objective of the campaign is to raise the profile of The London Clinic and the cancer centre among the private medical insurance audience, consultants, GPs, medical professionals and opinion-formers. Offline, the campaign includes print ads in national press, trade press, advertorials in press and periodicals, with online including digital banners and a dedicated microsite created for the centre: www.cancercarelondon.com.

The new cancer centre embodies the spirit of Inspired Care at The London Clinic. Everything, from the design of the building, the staff and the leading edge treatments available has been designed to deliver the best cancer care possible for the patients.

HMDG’s campaign reflects this commitment to innovation and excellence through the headline: We’ve been thinking.

Five press ads form the core of the campaign, which will launch over the coming weeks. They expand on the We’ve been thinking idea and explain how every aspect of The London Clinic’s Cancer Centre has been carefully designed with the patient in mind.

Following a Manifesto ad, four further ads explain the key pillars of the cancer centre campaign. These highlight the centre’s strong patient focus; the internationally renowned

healthcare professionals working there; the cutting edge cancer care equipment (including CyberKnife and Trilogy technologies) and the building itself.

Total media spend for the campaign is £500,000 with the first press ads appearing on Saturday 23^rd January. The advertising will then run in a range of titles including The Telegraph and The Times until early March.

All communications direct people to the new, specially designed, cancer centre microsite, which can be found at www.cancercarelondon.com. Created by HMDG and built by New York based production company B-Reel, the microsite provides an easy to understand introduction to the new cancer centre.

HMDG is responsible for the creative campaign and media planning. The campaign is bought through Zed Media. The PR campaign is provided by Trinity.

Karen Bullivant, TLC says-
"This campaign captures the essence of our brand and speaks to patients and healthcare professionals in a warm human tone while retaining our professional integrity. Our hope is to empower patients to take ownership of their cancer journey or that of a loved one. We want them to know that The London Clinic offers a dedicated patient focussed environment to help them through the challenges ahead."

Neil Dawson, HMDG says-
"We are delighted to have been involved in the creative and media campaign to
launch The London Clinic Cancer Centre. The London Clinic has an unrivalled reputation for excellence and this is set to be the leading cancer care centre in Europe."

For further details please contact Karen Bullivant, Marketing Director at The London Clinic on 020 7616 7788 or email k.bullivant@thelondonclinic.co.uk or Neil Dawson, Partner at Hurrell Moseley Dawson & Grimmer on 020 7278 6655, or email neil.dawson@hmdg.com.

Mobile - the next big thing ... well, since the last big thing

In his first monthly column of 2010, Greg Grimmer, partner, Hurrell Moseley Dawson & Grimmer, asks if we are finally in the much-talked about 'Year of Mobile', if it's too late to jump on the apps bandwagon, and whether "mobile display advertising is a snare and delusion thus far" ...

"The Year of Mobile". 1998, was the first year I heard this phrase and I think I have heard it every year since.

It was a chap called Will Harris that uttered the words. At the time he was account director at Abbott Mead Vickers on BT Cellnet and I was the media planner at PHD on the same account. Mobile handset penetration had just hit 20% of the population and the 'pay as you go' market had just been launched.

For those that have worked with 'Bomber' Harris, you will be able to imagine his imperious personality booming out these words and, thanks to an energetic support team, a client with huge ambition, deep pockets and a fierce land grab strategy - 1999, was indeed the year of mobile. Handsets flew off the shelves of new fangled retail outlets like the Carphone Warehouse and Phone4U, and the mobile phone became commonplace amongst the general populace rather than the preserve of city financiers and account directors in advertising agencies.

In 2009, I caught up with Will Harris at Nokia World in Stuttgart. He has in fact lived by his 1999 proclamation and has made the last decade a career in mobile - working at an agency on Orange, in marketing at O2, and now as Global head of Marketing at Nokia. Truly, a mobile maven. However, unlike the time we had worked together on a network operator account, the chatter and the talk at Nokia world was not of contract land grab, or even handset innovation, but instead applications and business solutions.

My host in Stuttgart, David Barker, a mobile marketing veteran, was at the outset in the Nokia advertising sales division but being ever the technology nomad has secured a position working in the far more exciting area of mobile mapping for a recent Nokia acquisition - NAVTEQ.

This acquisition, according to the hard drinking Finns in Espoo, means that Nokia now has "a unique vision for location based services - to enable everyone to find their way to people, places and opportunities on mobile communications devices, cars, and desktop computers and in all the other places that are important to them." It certainly enables them not to pre-load Google maps on their X billion handsets, but whether the consumer then counteracts this move is subject to future scrutiny, but horizontal business integration is certainly the preferred option for the Nokians.

Interestingly the world of advertising is not. Whether talking to bright Cambridge techies developing commercial mobile search programmes, Finnish handset designers or German taxi drivers my 'profession' of advertising agent was deemed of low interest and with some degree of quaintness.

This is of course an anathema to anyone working in a London agency. We have all been focused on mobile as the next big thing, well since the last big thing. The thing is though we all need to work out what this thing is.

Business solutions, not mobile advertising (yet), is my watchword for clients and as for applications I am reminded of the James Goldsmith quote - "if you can already see a bandwagon it is too late to jump on it."

However, in an effort to prove me wrong (or to accentuate my point), this months Wired magazine features Jamie Oliver as its cover star, who is the owner of the UK iTunes app store's top grossing app. Truly a sign that the application marketplace is now a mass market phenomenon. (However, if anyone has managed to master the Ovi store on Nokia please let me know, despite one to one tuition I am still unable to make it function.)

Back to business solutions. HMDG's founding client Auto Trader have of course remained on their voyage as an innovative digital brand by heavily investing in mobile - yes we've done an app, yes we've done mobile ads to drive traffic to the specially created mobile site - but crucially, the investment in the mobile infrastructure to allow their key customers (the motor trade) to advertise on mobile handsets, as well as the web, and the magazine has ensured they will remain the number one marketplace in the motoring world. Others businesses (and indeed agencies and media owners) would do well to follow their lead. An easily accessible classified marketplace on mobile devices would surely be the same in property, jobs, and dating?

So mobile display advertising is a snare and a delusion thus far?

Potentially true. Search and classified advertising as demonstrated by Auto Trader are fruitful avenues for mobile revenue but maybe there is a company that is the exception that proves the rule. Whilst the latest brouhaha in the media is around Google's new smart phone (sorry super phone) the Nexus One offering and its threat to the dominance of the iPhone and Blackberry, one London based company has made interesting inroads into display advertising revenues by making a play for the fact that it will work on ten year old or ten pound handsets via Bluetooth.

Bluepod Media offers advertisers closed environments (cinemas, music venues, football grounds etc) where content and advertising is offered to consumers free of download charges and to a relatively captive (and crucially known demographic audience.) Their revenue figures dwarf some more established offerings and their growth show no signs of halting.

So, perhaps we are in the year of mobile, but we must all make sure that we don't have preconceptions of what that little screen space in our pocket will be used for.

MediaTel has launched a new Mobile section highlighting the latest trends and profiles affecting the growing mobile industry. Click here to access the new database mediatel.co.uk/mobile.