About the client
Proton cancer therapy is an advanced form of radiation therapy for treating cancer and other conditions. A key benefit of proton therapy is that it can decrease the likelihood of undesirable side effects of traditional radiation therapy. To provide patients with this option, there are 40 proton cancer therapy centers located across the United States.
The Oklahoma Proton Center was just the sixth center to open. The facility was created to provide a tailored, comfortable, and supportive treatment experience for patients of all ages and with all cancer diagnoses.
The Challenge
All new therapies require a dual educational effort: informing healthcare professionals (HCPs) of the benefits of the therapy and the patients themselves.
Marketing cancer therapies is a challenge. To begin, healthcare data is one of the most protected classes of data in the U.S. In 1996, Congress passed the Health Insurance Portability and Accountability Act of 1996 (HIPAA), which required the creation of national standards to protect sensitive patient health information from being disclosed without the patient’s consent or knowledge.
Additionally, the healthcare industry has adopted standards for limiting data collection and targeting, especially for serious diseases and conditions, such as cancer. Targeting patients who have received a cancer diagnosis and have been recommended radiation is extremely difficult to do.
The client came to us for assistance with an omnichannel marketing campaign to help them reach doctors and patients. They aimed to generate 30 new leads over three months. To qualify for a lead, the user must click the phone call button.
Orange 142 has dedicated practice for regulated industries and years of experience in healthcare advertising, which means we can help the facility safely reach its goals.
The Solution.
Leveraging our sophisticated audience development services, Orange 142 designed a comprehensive media plan targeting women aged 35+ and men aged 45+ on social media within the DMAs surrounding the facility.
Given the sensitivity of cancer, Orange 142 created a general awareness campaign to let people who are likely to know someone who is ill know that the alternative to radiation is available.
The multichannel campaign spanned YouTube, display, and social media. Visitors to the Oklahoma Proton Center website were placed in a retargeting pool.
After a week, the team met to analyze results and implement optimizations to drive stronger performance. Those optimizations included:
- Focusing ad spend during weekdays, which was when more conversions occurred.
- Removed In-App inventory from Cross Device Display due to no conversions
- Removed Tablet inventory from Cross Device Display due to no conversions.
- Social has been our top-converting platform, with conversions increasing month over month.
The Orange 142 account team remained in close communication with the client, ensuring the client was aware of the optimizations and budget shifts.
Tangible Results.
At the end of a 90-day campaign flight, Huddled Masses delivered 101 conversions, exceeding the client’s expectation by 237%.
The client has renewed the campaign year after year and continues to work with Huddled Masses to raise awareness of this effective treatment option among the general population.
About Orange 142
Orange 142 is a nationwide full-service digital media agency, offering marketing services, media solutions and web development to brands and agencies.
Our teams help healthcare providers and organizations attract patients, recruit qualified staff, and promote specialized services through compliant, data-driven media and digital strategies.
Our teams take the time to understand your organization’s goals, constraints, and patient journey, then build and optimize programs that deliver measurable results in a regulated environment.
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