City of Hope rebrands acquired Cancer Treatment Centers of America network under its own name

01 Feb 2023
endpts.com
Acquisition
Cancer Treatment Centers of America is now City of Hope. That’s the brand change announced today after City of Hope’s buyout of the cancer hospital network almost one year ago — and it’s also the first line of its TV commercial debuting next week. The ad’s voiceover points out that the now-combined group creates “one of the leading cancer care and research networks” in the country. City of Hope is a long-time top nonprofit cancer research center and has now converted the Cancer Treatment Centers of America (CTCA) to nonprofit status as well. CTCA was a well-known cancer care brand and TV advertiser, and as a then-for-profit group of hospital and treatment centers, it built a reputation for high-profile marketing and received the occasional criticism for being overly ambitious. City of Hope closed its reported $390 million acquisition of CTCA in February 2022. Along with the nonprofit status change, City of Hope is also adding its own “clinical and quality policies” at CTCA sites as well as “joint quality reviews and tumor boards” for experts’ collaborations on more complex cases, it said in a press release . The combined system now counts 11,000 employees across a national footprint with key locations in southern California, Arizona, Illinois and Georgia. City of Hope is again keying in on the “hope” part of its name in new messaging — as it did in an introductory campaign about the newly merged companies last year. The TV ad runs through a list of the things it can now provide “more of” — locations, specialists, research, advancements — and as it summarizes: “More advancements mean more treatment options. And more options … means more hope.”
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