Repositioning a Cancer Treatment Coalition to Advocate Before Congress

State of Play

The Patients Equal Access Coalition (PEAC) is a patient-focused organization representing patients, healthcare professionals, care centers, and the life sciences industry. PEAC sought to ensure that life-saving medicines are made more affordable to the patients who need them but felt their marketing fell short of effectively communicating this message. Members of PEAC were looking to refresh their branding, messaging, collateral, and website to communicate their message to policymakers and stakeholders more accurately.

BEFORE

AFTER

action

Narrative worked closely with key leaders and coalition members to conduct a holistic rebrand that best positioned the organization to effectively advocate with members of Congress and other policymakers.

Research. Conducted focus groups and a national poll to test new names, messaging, issue awareness, and perception of current legislation.

Message Development. Utilized survey results to identify potential messaging pitfalls with Congressional Republicans and Democrats, as well as administration officials. Narrative also updated all existing collateral and website content and created new polling one-pagers.

Rebranding. Worked with the coalition to finalize a new name (Coalition to Improve Access to Cancer Care or CIACC) based on feedback from four focus groups and polling efforts. Narrative assisted in designing a new brand mark, color palette, and style guide. Additionally, we created a website, one-pagers, and factsheet templates to reflect the new branding.

impact

Narrative successfully launched a new name, brand mark, and website within three months of initiating the project. Our efforts helped unite the coalition around a simplified mission statement and messaging that more accurately depicted their goals as a group and made it easier to advance their legislative priorities. Shortly after the rebrand launch, CIACC gained 20 cosponsors on one of their signature pieces of legislation in Congress.

Case Study