Laurel DiBrog oversees the strategic positioning of Roswell Park Cancer Institute’s brand and reputation across the multiple spheres in which RPCI operates—as a nationally recognized research institution, top rated health care provider and vibrant corporate partner for the Western New York region.
Her role encompasses corporate and public relations, internal and external communication, media relations, crisis communication, physician liaison outreach as well as developing integrated marketing strategies to advance the Institute brand and profile. DiBrog joined RPCI in 1997 and during her tenure here, has built an in-house multi-media production agency, including full service printing capabilities. She oversees the creative team behind RPCI’s audio/visual programming, printing, photography, online presence and interaction. In addition, she is responsible for media buying, call center support, internet and application programming, and the development of web platforms used by the entire organization.
Specific initiatives DiBrog brought to bear at RPCI include developing the Ask RPCI Call Center to capture all marketing leads and triage consumer calls for better customer relations, building the Institute’s patient portal, developing the product line structure for clinical programs, creating the YRoswell Program to engage the millennium generation, and launching Roswellness, the corporate health program to encourage employees to embrace a healthier lifestyle.
A graduate of Duquesne University in Pittsburgh, Penn., DiBrog also received advanced certification in Managing Healthcare Delivery from Harvard Business School in Cambridge, Mass. She is Treasurer of the National Cancer Institute Public Affairs and Marketing Network, serves on the Marketing/Communication Committee of the National Comprehensive Cancer Center Network, and is a former board member for the Erie County Society for the Prevention of Cruelty to Animals (SPCA).