challenge
Patients and families searching for cancer-care information often encounter an overwhelming number of providers, treatment options and resources. The organization needed to strengthen its presence throughout a large geographic service area while ensuring people actively seeking oncology services could easily find relevant information.
The digital advertising campaign also needed to support 13 individual locations, balance awareness with high-intent patient actions and use the available media budget efficiently across multiple digital channels.
solution
CSM developed an integrated digital media strategy shaped around the role each channel played in the patient journey.
Paid search captured people actively looking for oncology specialists, cancer treatment and nearby care options. Programmatic display advertising built sustained visibility throughout the organization’s service area, while Facebook and Instagram advertising drove efficient website traffic among adults ages 35 to 64. YouTube extended the campaign’s reach through survivor stories and brand-focused video content that encouraged deeper engagement.
Geographic targeting centered on customized radiuses around all 13 locations. By coordinating search, display, social media and video advertising, the campaign created a connected path from initial awareness to active information-seeking.
The 12-month campaign generated more than 5.43 million impressions, 69,000 website clicks or visits and 241,749 YouTube video views. Paid search achieved a 12.44% click-through rate, while social media delivered website traffic at an average cost of just $0.49 per click. YouTube produced a 47.90% view rate and an average cost of $0.01 per view, demonstrating strong engagement and cost efficiency across the media mix.
impressions
website clicks + visits
paid search click-through rate
YouTube video views
