Where We Started
Founded in 1988, Cancer Treatment Centers of America® was the first oncology hospital to offer fully integrative, whole-person cancer care
In 2003, CTCA had two hospitals located in Zion, Illinois and Tulsa, Oklahoma
Embracing the entrepreneurial spirit, CTCA became focused on growing their network of hospitals to bring their unique treatment model to more people facing cancer
At that time, their only form of advertising was unpolished DRTV
CTCA partnered with CIVILIAN to build their brand and achieve their goals
Connection Made
CIVILIAN developed a creative strategy revolving around one of CTCA’s true differentiators–compassionate, patient-focused, innovative cancer care
Key creative insight: Nothing can express and capture what makes CTCA so special better than the inspiring, hopeful stories of survival as told by the patients and their families
87% of new patients were a direct result of TV commercials
Key to success: Genuine and emotional, these powerful patient testimonial spots made an immediate connection with viewers
Extended TV spots into an integrated campaign that included print, OOH and digital
Launched “Journey of Hope in Real Time,” a TV and social media campaign that followed patients throughout their treatments—this was the first time we focused on patients (not just survivors)
CTCA + CVLN Today
Since we first started working together, we’ve produced over 150 DRTV spots
Cancer Treatment Centers of America® has expanded from two to five hospital campuses nationally
CTCA achieved 97% national US household awareness
Now attracting patients from all over the country, our campaigns have helped remove travel as a barrier
Achieved the number six brand ranking in the 2016 BrandIndex Survey of America's Best Perceived Brands
[and that’s #1 among all hospital brands, by the way]