City of Hope Medical Group is a physician group that provides a comprehensive range of inpatient and outpatient services, primarily related to the treatment and prevention of various types of cancer. In August 2009, their subsidiary, California Cancer Specialists Medical Group, Inc., opened its first freestanding, multi-specialty cancer center in South Pasadena. The South Pasadena Cancer Center is the first of its kind in the San Gabriel Valley to offer RapidArcTM, a new and highly advanced form of image-guided radiation oncology. Seeking to publicize its opening to both the general market and the diverse surrounding communities comprised of Latinos and Asian-Americans, Mosaico, in conjunction with its parent public relations firm (Fineman PR), led outreach efforts to the surrounding communities, including heavily Hispanic and Asian populated communities.

Tactics and Results

Mosaico and Fineman PR secured feature coverage in the area’s top publications, including thePasadena Star News and the San Gabriel Valley Tribune. The agency also secured feature coverage inLa Opinión, the country’s most respected and credible Spanish-language publication. Mosaico positioned the center’s Executive Director and Physician, Benjamin Paz, as an expert familiar with the health challenges the Latino community faces based on his Chilean origins and his experience primarily serving Latino patients. La Opinión’s coverage increased visibility of the newly opened center in the local Latino community with Dr. Paz informing readers of the benefits the Center offers to Latino patients. Mosaico also generated Asian media coverage, including a feature in Sing Tao Daily, the second largest Chinese publication in the U.S.