Cancer Treatment Centers of America® (CTCA) is a national, comprehensive cancer care network with five hospitals around the country. Founded on a personalized, patient-centered approach to cancer care, CTCA is dedicated to tailoring a combination of cancer treatments to each patient's needs. Inherent in CTCA's integrative approach is a commitment to personalized medicine, tapping breakthroughs in genomic testing, precision cancer treatment, and other scientific advances to offer patients numerous treatment options.
The COVID-19 pandemic caused many cancer patients to consider postponing lifesaving treatment to avoid getting sick and preserve medical resources for COVID patients. CTCA was determined to keep caring for patients and needed to figure out how best to communicate that to potential patients via advertising.
During the pandemic, fewer people were driving, so radio listenership was decreasing and more consumers were streaming video at home. CTCA needed a new way to reach those audiences and decided to pivot its marketing to two addressable channels, over the top (OTT) and connected television (CTV) because of the increase in consumption and the ability to produce media exposure logs.