From Hope to Action: 3 Marketing Lessons from the UW Carbone Cancer Center That Apply to Any Industry

We talk plenty about tips for marketing products and services. But when it comes to marketing concepts like marketing a sense of belonging, an experience, or even a cause, there’s far less buzz.

Still, there’s an art to marketing these less tangible offerings, and they offer valuable lessons that can apply to marketing anything, products and services included.

Luckily for the Madison marketing community, May 6th’s AMA-Madison event included a presentation by Craig Robida, External Relations Manager for the UW Carbone Cancer Center, where he’s been marketing a cause for 25 years, and a very worthy one at that.

Craig shared actionable insights that he’s learned during his career in nonprofit and cause-driven marketing. Let’s review the top tips that Craig shared that you can adopt to add a little more intentionality and meaning to your own marketing efforts. 

3 Lessons from the UW Carbone Cancer Center That Apply to Any Industry

1. Communicate Complex Ideas by Putting a Face to Them

The UW Carbone Cancer Center is the only comprehensive cancer center in Wisconsin, out of 57 in the entire country. It’s set apart by the many “firsts” that have come out of it, not to mention its staff of expert physicians who serve the dual role of both treating patients and researching the very conditions they treat. 

But another mission the UW Carbone Cancer Center has is educating healthcare providers, training future physicians and researchers, and informing the public. And with such a broad range of audiences, Craig shared that a consistent challenge he faces is making the incredible work the UW Carbone Cancer Center does relatable and digestible, so as to amplify its impact and reach.

Among his top strategies for doing just that is storytelling. 

Whether you’re communicating a specific condition or the idea of hope through cancer research more broadly, putting a face to a cause is a powerful way to reach people. Craig shared that he and his team have gotten the consent of patients to share their stories.

From a physician who treated the same type of cancer he was diagnosed with to a patient who was diagnosed with cancer shortly after giving birth and was treated while simultaneously healing and bonding with her baby, Craig has found that platforming stories like this don’t just give cancer survivors the chance to tell their story. It also shows the human element behind scientific research through the impact it’s having on real people, and that resonates with people on an emotional level. 

Whether you’re in tech, retail, finance, or otherwise, highlighting the human element through sharing real-life stories can create a strong emotional connection and communicate complex information quickly. The key is to find relatable, human stories that both demonstrate how your brand has improved the lives of real people, and align with your brand’s mission and values.

Another piece of advice from Craig: Make the most of your content. Don’t just feature it on one channel, explore the possibilities of different ways you can adapt a piece of content for a variety of channels, be it an e-newsletter, a hard copy newsletter, media stories, or different social media channels.

2. Build Trust and Connection with Your Audience with Sensitivity

Navigating sensitive topics is a challenge most marketers face at one point or another. For Craig, it’s top-of-mind all the time. 

For the UW Carbone Cancer Center, it’s important to avoid the use of “battle language” in communications, such as tying “win” or “lose” or “fight” to the journey of a patient being treated for cancer. Although this language may empower some, others feel it does not accurately reflect their experience. 

Being sensitive to different perspectives, in this case, can go a long way in fostering connection and trust with your audience. So, Craig shared three essential strategies for navigating sensitive topics like this:

1. Know your audience: Understand the perspectives and sensitivities of your audience. Seek them out and don’t assume that you already know how they view anything.
2. Be genuine: Authentically approaching sensitive topics builds trust and credibility, showing that you do care.
3. Less is more: Avoid over-communicating when it comes to sensitive topics. Clear and concise messaging will be more effective.

No matter your industry, there’s a sensitive topic worth considering. Whether it’s discussing layoffs in a corporate setting or addressing customer complaints in retail, getting to know your audience, letting them know that you’re listening and genuinely care, and showing up for them authentically will go a long way in building trust and connection.

3. Make Authentic Connections Your Goal

Craig highlighted the importance of a concept he coins developmental marketing, which focuses on building relationships and demonstrating the impact of donations. When it comes to demonstrating the impact of donations on cancer research, Craig emphasized that clear, concise messaging and personal stories are especially effective. And on the relationship building side, Craig uses patient events, community education events, marketing materials, and one-on-one interactions, always with the goal to build meaningful connections and inspire action.

Even if you aren’t involved in fundraising in any way, as a marketer you are selling something. So, building relationships and shining light on the outcome potential buyers can enjoy if they take the action you want them to is a worthwhile focus. This could be nurturing leads through personalized email campaigns, loyalty programs, interacting with customers on social media, or like Craig, setting up one-on-one meetings. 

It’s all about making authentic connections and taking the time to let your audience feel seen and heard.

The AMA Season Isn’t Over Yet!

Liked these tips? Join us for our last event of the year, a virtual lunch & learn focused on branding in the age of AI. You can learn more about it and register here. We’d love to virtually see you there!

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