Roswell Park Cancer Institute Issues Marketing RFP

Roswell Park Cancer Institute Corporation
Roswell Park Cancer Institute Corporation

Roswell Park Comprehensive Cancer Center (“Roswell Park”) is seeking a partner to develop results-oriented content marketing campaigns and other digital content that will move potential cancer patients through the funnel from awareness to action. The services requested include strategy, planning and content creation in close collaboration with Roswell Park’s in-house marketing team, persona creation, content journey mapping to include lead generation and lead nurturing, copywriting, graphic design and other content creation, ad campaign planning and channel selection, audience segmentation and targeting and return on investment reporting. The overall goal of this project is to help Roswell Park achieve its patient acquisition objectives, while creating increased awareness and preference among the general public and to amplify exposure of Roswell Park’s leadership in cancer care through meaningful content experiences. The vendor must be able to complement Roswell Park’s existing marketing efforts with effective digital content that converts. The success of the campaigns produced by the vendor will be measured by well-defined business objectives.


Roswell Park Cancer Institute Corporation d/b/a Roswell Park Comprehensive Cancer Center (“Roswell Park”), located in Buffalo, New York, was founded in 1898 by Dr. Roswell Park, one of the nation’s preeminent surgeons. Roswell Park provides a comprehensive array of inpatient and outpatient cancer treatment services, as well as a wide variety of cancer research, education, and prevention activities, on a local, national, and international scale. From its inception, Roswell Park’s mission – to understand, prevent and cure cancer – has remained consistent with the vision of its founder.

Roswell Park was among the first to be designated a “Comprehensive Cancer Center” by the National Cancer Institute in 1974, and has held that designation ever since. Roswell Park is also a charter member of the prestigious National Comprehensive Cancer Network (“NCCN”), an alliance of the nation’s leading cancer centers. Many Roswell Park faculty members serve on the NCCN panels that create the Clinical Practice Guidelines in Oncology – the internationally recognized standards for clinical policy in oncology and the most comprehensive, most frequently updated, clinical practice guidelines available in any area of medicine.

Scope of Work:

The scope of work to be accomplished through a strategic planning effort in partnership with Roswell Park’s internal marketing teams includes the planning and development of up to ten (10) strategic content marketing patient acquisitions campaigns within the first year. Examples of cancer types to be included in these campaigns include breast, prostate, colorectal, lung, leukemia, multiple myeloma, ovarian, etc., as well as possible service-line campaigns, such as radiation oncology and cancer screening.

Each campaign will have specific, measurable objectives tied to oncology product- and service-line growth (e.g. breast cancer patient acquisition, prostate cancer patient acquisition, etc.).

These campaigns will include:

                a. Secondary and competitive research

                b. Audience identification/research and persona development

                c. Content journey mapping

                d. Content promotion and amplification campaign planning, including digital ads and possible traditional media integration

                e. Multi-media content creation to include all necessary elements for campaign as identified in content marketing planning process: landing pages, blogs, video, ad content, e-newsletters, email content, lead nurturing emails, etc.

Content dissemination and campaign execution will be handled by the internal Roswell Park team.

In your pricing please include itemized pricing for a la carte content creation, such as blogs, infographics, e-newsletters, landing pages, etc., as well as for the execution of up to 10 strategic content marketing campaigns for patient acquisition. Please include all content types you have proficiency in providing.

Due Date:

March 4


Roswell Park Comprehensive Cancer Center

Elm and Carlton Streets

Buffalo, NY 14263

Attention: Sean McParlane, Assistant Contract Administrator

PR Agencies with relevant experience includes Kite Hill PR and W2O group.

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