Civilian CVLN

CVLN Case Stories

Cancer Treatment Centers of America

Where We Started

Founded in 1988, Cancer Treatment Centers of America® was the first oncology hospital to offer fully integrative, whole-person cancer care

2003

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

2004

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

2008

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

2015

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]