Driving Brand Awareness and Patient Engagement with Connected TV
A Cancer Treatment Centers of America® Story
As consumers changed their media consumption habits, Cancer Treatment Centers of America® (CTCA) needed a new way to reach potential patients. Learn how connected TV and the right attribution modeling made all the difference.
As the “cord cutter” population continued to grow and streaming hours increased, Cancer Treatment Centers of America® (CTCA) could no longer rely on linear television to reach their entire audience. They needed a new way to reach and engage with potential patients.
Connected TV (CTV) was the solution that allowed CTCA to reach unique and targeted audiences – like those who have not watched CTCA’s linear TV advertisements – and optimize campaigns improving efficiency via frequency caps. Using first-party data and 1:1 attribution, CTCA not only expanded reach, but also drove better engagement with potential patients.
CTCA activated a CTV campaign to reach “cord cutters” across various smart TV devices to minimize overlap and capture quality impressions on various streaming apps and content. The campaign used frequency caps to deliver the optimal number of impressions each week, keeping the brand top-of-mind throughout key markets. These campaigns were designed to be evergreen, with continuous creative rotations to communicate CTCA’s various patient services.
Although the campaign strategy was to generate incremental reach, it had both a brand awareness and a performance marketing component to it. The primary KPI was unique reach, but CTCA also used a secondary KPI to measure mid- and down-funnel engagement from prospective patients. The team leveraged Merkle’s closed loop reporting to evaluate the campaign’s ability to drive incremental patients to the website and engage with the call center. We identified which patients were exposed to CTV campaigns, matched their first-party data to website visits, calls, and funnel stages, and used 1:1 attribution to quantify the campaign’s effectiveness.
Attributed patients’ down-funnel engagement with CTCA to a CTV brand awareness campaign
increase in unique household reach
activations across different partners and smart TV brands who partnered with us to share de-identified data at the household level per each impression level
closed-loop attribution utilizing Merkle’s Merkury solution and clean rooms to identify campaign optimization opportunities safely while adhering to HIPAA guidelines
CTCA is a national, comprehensive cancer care network with three hospitals around the country. It’s founded on the idea of personalized cancer care, where every patient gets a unique treatment plan tailored to them. CTCA seeks to continuously integrate new scientific advances to ensure patients have more options for a personal and bespoke treatment plan. Their oncologists, nurses and other clinicians offer a level of expertise that comes from working with cancer patients every day. CTCA is a part of City of Hope, a National Cancer Institute-designated comprehensive cancer center and a founding member of the National Comprehensive Cancer Network.