MedStar Georgetown University Hospital

Launching Proton Therapy to Fight Cancer


MedStar Georgetown introduced a powerful cancer treatment option, proton therapy with HYPERSCAN™ technology, to the Washington, D.C. area. MedStar Georgetown was the first and only hospital in the Washington, D.C. metropolitan area to offer this cutting-edge cancer treatment.

MedStar Georgetown’s marketing objective was to educate patients on the benefits of proton therapy to treat cancer through a sustained effort with periodic media flights. In addition, they wanted to build strong awareness with consumers and educate referring physicians on the availability of the technology, while also building ongoing consumer consideration.


Working in concert with MedStar Georgetown’s creative agency, Aloysius Butler and Clark (Wilmington, DE) and the client’s internal digital marketing team, we developed and deployed an omni-channel media effort to reach consumers via radio, digital display, search engine marketing, and social media. In addition, the plan included out of home advertising on buses and metro rail as well as informative advertorials created in partnership with the Washington Post. Targeted physician outreach included advertising in clinical oncology journals, digital advertising and direct mail.


The success of the media campaign was measured by website visits, online form fills, clicks to call for appointments, phone calls, and physician referrals. Since launch, the proton therapy treatment program has been successfully treating patients that have come to MedStar Georgetown as a result of the campaign.

Client View

“In addition to their expert, personal and “client-first” service and approach, this team has been very creative in identifying the appropriate and most meaningful media strategies to promote our various service line marketing goals.”

Karen Alcorn,
Vice President of Marketing
MedStar Health Washington Region