Driving Cancer Care Awareness with Precision Media | Fathom Digital Marketing

challenge

A mid-Atlantic healthcare system sought to improve awareness and preference for its cancer care services while staying within a defined media budget.

solution

Fathom developed a focused media approach to increase reach and engagement within core demographic groups:

Prioritized social media channels with proven performance in healthcare outreach
Tested and refined creative assets to identify the most cost-effective and engaging messaging
Used audience insights to guide spend allocation, with a focus on women aged 55–64

outcome

Reached over 326,000 individuals across key markets

The campaign delivered meaningful visibility and established a clear foundation for future media investment. With a focus on data-driven refinement, the team achieved lower CPMs than in previous efforts and uncovered high-performing creative and channel combinations to guide future strategy.