Catherine Ivy became involved in the brain tumor community when her husband, Ben Ivy, lost his battle with glioblastoma brain cancer in 2005. Since 2005, Catherine has led the effort of the Ivy Foundation contributing over $91 million to brain cancer research. She currently continues her efforts to support research on brain cancer, leading to the development of better diagnostics and treatments that offer long-term survival and a high quality of life for patients with brain tumors. More than 138,000 U.S. patients and 1.4 million patients worldwide are struggling with malignant brain tumors. By the end of the year, another 256,000 will be diagnosed. For the most common malignant brain tumor – glioblastoma multiforme (GBM) – nine out of ten will lose their battle with the disease within five years. The average five-year survival rate of patients with GBM is less than 5% and has shown no notable improvement in the last three decades. Notable people who have died from a glioblastoma include Senators Ted Kennedy and John McCain. The Ivy Brain Tumor Center, in collaboration with Barrow Neurological Institute (one of the world’s leading neuroscience organizations), is the largest Phase 0 Clinical Trial Program in the world. It is critical for their message to be delivered effectively to patients everywhere suffering from malignant brain tumors and who can possibly benefit from The Ivy Center’s personalized approach to treatment. The Ivy Center turned to emagine to develop messaging & positioning, patient personas & journey development and a beautifully-designed and written website to provide patients, caregivers and referring physicians the tools and content needed to help them navigate the challenges of a malignant brain tumor diagnosis.