Case Study
Driving Patient Acquisition for Proton Therapy
reversing declining performance with smarter, more scalable paid media strategies
Expertise:
Paid Media
The Challenge
Decline in new proton therapy patients driven by:
Increased competition in the region
Lack of clarity among physicians and consumers on the efficacy of proton therapy
The Solution
To reverse declining lead volume, we scaled and refined a paid media strategy to expand reach and educate high-intent audiences:
Conducted keyword research to expand coverage for proton therapy, specific cancer types, and treatment-related terms
Used AI to strengthen ad copy and highlight the hospital’s value propositions
Expanded geographic targeting to find incremental patient volume
Launched a digital media campaign across CTV, YouTube, online video, and programmatic audio to build awareness and educate patients
Leveraged data-driven targeting to reach individuals likely to have specific cancer types and benefit from proton therapy
The Outcome
Thanks to ongoing keyword and copy optimizations, campaigns are steadily helping the health system meet its long-term growth goals despite persistent market challenges
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+18%
YoY increase in leads for proton therapy
YoY increase in leads for proton therapy
+95%
increase in branded search volume, indicating stronger patient awareness and interest
increase in branded search volume, indicating stronger patient awareness and interest
+52%
YoY improvement in search CTR
YoY improvement in search CTR
59%
YoY improvement in CPC
YoY improvement in CPC
