• by Steve McClellan  @mp_mcclellan, June 19, 2014

Memorial Sloan Kettering Cancer Center (MSK) has selected Publicis Groupe’s DigitasLBi as its digital agency of record, the facility confirmed Thursday. Separately, it selected Phase2 as its Drupal technology partner. Drupal is an open-source content management platform that powers the MSK Web site.

The cancer care center spent about $5.5 million on ads last year, according to Kantar. Internet display spending was around $64,000. Other digital spending was not available. 

MSK said the selections “build on the evolving digital needs of the hundreds of thousands of MSK’s patients and caregivers -- as well as healthcare providers, researchers, payers, and other organizations -- to create a more meaningful experience and deeper engagement.”

 “Our digital experience should be as outstanding and innovative as MSK’s exceptional patient care, research, and education,” said Avice Meehan, MSK’s senior vice president and chief communications officer. “It is our front door. Together with DigitasLBi and Phase2, our goal is to provide a dynamic digital presence specifically tailored to the needs of our diverse audiences and supported by flexible and newly evolving technologies.” 

DigitasLBi will lead digital strategy for the client, including the redesigns of two key portals: mskcc.org and sloankettering.edu. The agency’s Boston office will lead the work. Kantar reported that mskcc.org had 191,638 unique visitors in May. 

The cancer care center noted that DigitasLBi has been dedicated to the fight against cancer and other major health issues, and in the last year has led fund-raising efforts for the Joe Andruzzi Foundation, the American Heart Association, the Leukemia & Lymphoma Society, the Jimmy Fund, and others.


This story has been updated to include spending and traffic data from Kantar.