Just recently, a consortium of the leading cancer hospitals in New York City, including Memorial Sloan-Kettering Cancer Center and Beth Israel Medical Center, picked Radiation Therapy to manage the new $235 million New York Proton Center, where physicians will zap cancer with proton beams. “We have not been good about branding,” Dosoretz acknowledges when he’s asked about the announcement.
Founded in Fort Myers 25 years ago, Radiation Therapy is visible through its network of 97 centers called 21st Century Oncology that are scattered in 15 states around the country.
But when people are dying of cancer, branding doesn’t exactly rise to the top of the to-do pile. Despite being the president and CEO of Radiation Therapy, Dosoretz still makes time to see patients two days a week, a key factor that keeps him in touch with the front lines of the war on cancer.