As a well-known regional hospital, Inova was set to open its new world-class cancer treatment center located in northern Virginia – the Schar Cancer Institute. Inova Schar wanted to shift perceptions from a community-oriented cancer facility to a nationally recognized comprehensive cancer care center.
The Inova Health System is a beloved “community hospital” brand in northern Virginia. Inova made a $150 million investment in a new state-of-the-art facility for its comprehensive cancer care center to serve the growing northern Virginia region. But would patients go to their “community hospital” brand for care when academic institutions like Georgetown and Johns Hopkins had cancer facilities nearby?