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CHOC: Establishing CHOC as a leader in Holistic Cancer Care through a meaningful multi-channel campaign.

Children's Hospital of Orange County

Children’s Hospital of Orange County’s (CHOC) holistic approach to pediatric cancer care is what makes their services both effective and unique, but as cancer care continues to grow increasingly competitive in the West Coast region, the need for CHOC to re-establish themselves as the leading Children’s Cancer Care specialist was becoming more and more important. So, they called on Red Door Interactive, their primary digital agency partner.

Services Provided

The Challenge

In an effort to increase awareness—and protect market share—CHOC was ready to bring their specialized, comprehensive Cancer Care Services and Adolescent & Young Adult Treatment Program (AYA) into the regional healthcare spotlight. However, they had to break through the competitive noise of new practices in surrounding areas, while touching the hearts and minds of parents and young adults looking for the best possible medical care available.

Our Approach

Through a powerful multi-channel campaign targeting the right audiences in the right places, RDI’s goal was straightforward, yet ambitious: Increase visibility of these important programs and remind families of CHOC’s top-of-the-line treatment offerings and proven results to ultimately, protect market share long-term for CHOC’s Cancer Care Services.

The Solution

Our campaign strategy was laser focused on communicating CHOC’s outcome-driven holistic care that blends science with human compassion. Leveraging a compelling message and captivating imagery, our creative bolstered our awareness efforts for CHOC’s services across proven marketing channels, including Google Display, Google Search, Meta, and Bing (while testing and finding success on StackAdapt Audio). At the same time, we closely tracked impressions, clicks, CTRs, engaged users, calls, and NRC Survey Results. We were able to reduce ad fatigue and effectively reach our audience by customizing our assets for each channel and refreshing our creative throughout the campaign timeline. Our strategy involved a combination of broad audience targeting to ensure compliance, strategic budget allocation, continual budget optimization, creative refreshes, and creative optimization efforts. The positive results of our campaign were a result of these efforts.

THE RESULTS

Our cancer care campaign ran for 12 months, from June 1, 2022, to June 30, 22023, and achieved massive visibility with significantly high engagement. It also saw strong performance in terms of click-through-rate (4.24%) and conversions (4.43%), suggesting that the campaign far surpassed our awareness goals and effectively guided potential patients to explore CHOC’s Cancer Care Services.

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Through a sound strategy and impactful creative, Red Door advanced CHOC’s business goals and solidified their position as a strong category leader in pediatric cancer care. And we can do the same for you.