Institute for IGRT

In 2007, Dr. Daniel E. Fass founded the Institute for Image-Guided RadioTherapy with a fresh and logical perspective in patient care. That perspective was to treat patients like people. Not like another notch on the old belt, not like another faceless number. Practices, especially in the Oncology field, have developed the stigma over the years of being icy and impersonal patient conveyor belts. That was all about to change.

Before the doors even opened, we had the privilege of building this brand from scratch. Everything that was developed for the Institute looked and felt patient-centric, starting with warm color schemes and smooth design elements to the development of strategic concepts such as the Cancer Patient Bill of Rights. Through communication, patients felt the warmth from friendship and freedom, not fear. Four months later, the doors finally opened - not surprisingly to a full house.