Saint Louis University Cancer Center competes in a market with an 800-pound gorilla in cancer care. The challenge was to formulate a marketing strategy to engage the public with a budget a fraction of the size of the market leader. Utilizing our proprietary positioning approach, we developed emotionally engaging creative based on SLUCare’s individualized approach to cancer care. With the competitor focused on technology, our positioning recommendation was to “own” the human side of medicine in the cancer healthcare marketplace in the St. Louis region.