Case Study
Patient-Centric Targeting Drives Surgical Growth for Breast Cancer Treatment
Expertise:
Paid Media
Challenge
Grow breast cancer surgical volume in a competitive local market where many patients lack a clear provider preference.
Emotional, high-stakes decision-making required trust early in the journey
Limited access meant marketing had to drive demand and readiness to act
Solution
Fathom partnered with Penn Medicine to launch Team Kate—a patient-led storytelling campaign that created emotional relevance for women earlier in the breast cancer journey.
This marked a deliberate shift from traditional service-line marketing to audience-first engagement.
Scaled the story through targeted paid media across Meta, Pinterest, native, display, CTV, and streaming audio
Used condition-specific data to reach likely patients and guide them toward timely care
Strengthened and scaled paid search to capture high-intent demand generated through upper-funnel channels, ensuring patients actively seeking care were directed to the appropriate access pathways
Sequenced messaging by readiness stage, building trust before driving action
Outcomes
the strategy delivered sustained, measurable impact on engagement and patient acquisition
+91% YoY increase in CTR from optimized Team Kate creative
+72% increase in paid search lead volume during active campaign periods
Surpassed goals by +8% in leads and +13% in new patient visits
Generated 11.8M impressions and 24.9K clicks, building consistent awareness across the region
+91% YoY increase in CTR from optimized Team Kate creative
+72% increase in paid search lead volume during active campaign periods
Surpassed goals by +8% in leads and +13% in new patient visits
Generated 11.8M impressions and 24.9K clicks, building consistent awareness across the region
