City of Hope set out to strengthen its reputation as a top-tier national cancer center by putting the most powerful proof of its impact front and center: its patients.
Dear Diagnosis used real patient stories to create an emotional connection with people facing cancer while demonstrating City of Hope’s clinical expertise, groundbreaking innovation and compassionate care.
The campaign was designed to build awareness and reputation at a national level, with success measured through impressions, engagement, landing page visits and call volume.
Rather than simply telling people what makes City of Hope an elite cancer center, Dear Diagnosis let patients show them.
Real patient experiences became the foundation of the campaign, bringing together deeply personal stories with tangible evidence of City of Hope’s expertise, innovation and care.
The creative was built to make an institutional reputation story feel human and relatable, connecting City of Hope’s capabilities to what matters most: what those capabilities mean for people facing cancer.
Paid media provided national scale, while organic social gave audiences opportunities to engage with and share the stories. Together, the channels transformed individual patient experiences into a broader demonstration of what City of Hope makes possible.
Dear Diagnosis successfully combined emotional storytelling with significant reach and engagement.
In July alone, $56,000 in paid media generated 2.84 million impressions, 2.64 million video views, 1.23 million engagements and 116,500 link clicks, with Facebook driving more than 99% of paid performance.
Organic social added 13,700 views, 4,800 reach and 664 engagements across Facebook and Instagram.
Together, paid and organic demonstrated the campaign’s ability to deliver both scale and connection—using authentic patient stories to introduce millions of people to the expertise, innovation and care behind City of Hope.
