Across the healthcare industry, content is roughly the same: Talking head, medical backdrop, b-roll cutaway, repeat. CTCA set out to change that with a campaign telling its story as an empathetic medical institution designed to put its patients' needs first. To break through in a crowded healthcare space, the content would need to be highly emotional, striking a chord with our audience, which included patients, prospective patients and caregivers, and inspire them to fight their cancer with CTCA. The campaign, entitled Passion to Care, tapped into the stories of those on the frontlines at CTCA – our physicians. Our objectives were threefold:
- Drive awareness and engagement with patients, prospective patients and caregivers on social channels where CTCA is active, including Facebook, Instagram, Twitter, Pinterest and LinkedIn.
- Weave an emotional story that could be adapted and told through various social channels and media types.
- Achieve spend efficiencies by developing high-quality, engaging content that when promoted with paid social support, could achieve a low cost per view.
After culling through hours of interviews with dozens of CTCA's doctors across the country, we uncovered a common through-line: Many of our physicians' passion for cancer care was driven from personal experiences early on in their lives. We focused our storyline on this commonality, and in particular, there were three stories that beautifully brought this compassion to life:
- Dr. Rola Eid, who as a child witnessed her mother endure breast cancer and a double mastectomy.
- Dr. Eugene Ahn, who discovered his calling to become a doctor as a five-year-old visiting a family friend dying of cancer.
- Dr. Brion Randolph, whose passion for science was sparked when he won his 9th grade science fair, setting him on the path to medicine.
These stories would become the bedrock of our Passion to Care content series.
While these stories would no doubt be powerful, we would still need to devise a way to efficiently deliver them via social media to our audience, and so we developed a phased media approach. The initial phase was designed to pique broad interest, and then as the campaign progressed, more refined audiences were able to dive deeper into our doctor's stories and specialties, thereby learning more about CTCA. To transport our audiences through these phases, we utilized various social media storytelling mechanisms, including:
- Facebook Canvas: A mosaic of images, video clips and interactive quote graphics to tell the emotive stories of each physician while driving brand affinity and engagement from our target audiences.
- Instagram Stories: Quick video of each physician to capture audience members' attention and encourage them to learn more at CTCA's website.
- Quote Graphics: A series of quote graphics for each physician to align with thought leadership and educational pieces. These graphics drove qualified users directly to CTCA online properties to learn more.
- Physician Supercuts: Outtakes from the original video that highlighted each physician individually, optimized on performance to drive cost-efficient results.
- Conversation Cards: Extending the reach of these stories, Twitter Conversation Cards were designed to encourage CTCA audiences to both interact with and share the story on their own channels.
When Passion to Care launched in June 2017, we immediately knew we had something extraordinary on our hands. Beyond telling beautiful, emotional stories that broke the mold of the healthcare industry, we were able to very strategically achieve, and in many cases exceed, our objectives:
- Drive awareness and engagement:
- To date, Passion to Care has received more than 52 million impressions, 16.6 million video views and 69,000 engagements, all exceeding project objectives.
- Weave an emotional story that could be adapted and told through various social channels and media types.
- Across our phased media approach, we were able to utilize both video and still photography that captured our physicians' stories on all social CTCA social media channels (Facebook, Instagram, Twitter, LinkedIn, Pinterest) and in 74 different pieces of media.
- Achieve spend efficiencies:
- Also exceeding brand and industry benchmarks were the cost efficiencies. To date, the Passion to Care series delivers cost per view metrics at $0.03.
Video for Cancer Treatment Centers of America: Passion to Care
