Case Study
Patient-Centric Targeting Drives Surgical Growth for Breast Cancer Treatment
Expertise:
Paid Media
Challenge
Penn Medicine has been challenged to increase its number of breast cancer surgical cases year-over-year.
Constrained access and a highly competitive local market presented additional layers of complexity.
To meet its goals, Penn Med took an aggressive approach to paid media to stand out across greater Philadelphia and capture more market share.
Solution
Fathom leveraged a combination of treatment-focused paid search campaigns and highly-targeted digital tactics to reach women likely to have a breast cancer diagnosis.
Used modeled, condition-specific 3rd party data, keywords and interest-based targeting to engage women across Meta & Pinterest
Applied those same audience segments to native, display and online video to provide more reach and landing page traffic
Layered on connected TV and streaming audio for additional awareness in premium placements including Spotify, Peacock, Disney+ and HBO Max
Outcomes
these tactics allowed Penn Medicine to achieve:
+8% over marketing's lead goal
+13% over marketing's new patient visit goal
91% YoY increase in clickthrough rate from new messaging
Paid search lead volume grew 72% while digital tactics were active
Campaign delivered 10.9M impressions and 24K clicks in 8 months
+8% over marketing's lead goal
+13% over marketing's new patient visit goal
91% YoY increase in clickthrough rate from new messaging
Paid search lead volume grew 72% while digital tactics were active
Campaign delivered 10.9M impressions and 24K clicks in 8 months
