Cancer center puts love at forefront of social media efforts

Fox Chase campaign keys on videos, e-cards, networks and pet therapy dogs

For patients at Fox Chase Cancer Center, there’s no talk of war; they do not combat, nor fight, nor battle the disease.

In place of all that is an emphasis on love.

“With cancer, not everybody wins,” says Lisa Bailey, director of social media, “but everybody pulls together—friends, family and nurses.”

Rather than talk about cancer in such harsh, militaristic terms, the four-person social media team this month launched its latest campaign, “Love Versus Cancer.”

The concept was developed internally. Once the details were fleshed out, an e-mail about the initiative was sent to 50 patients, doctors, nurses and board members. Positive feedback flooded in.

“Everybody was flattered to be a part of it and to know they were included in the process,” Bailey says.

The team started working on the campaign in December and wanted to make sure it would be finished by Valentine’s Day.