Experience in Performance and Measurement

Increase in Relevance and Efficiency of Targeting

Proton therapy is a cancer treatment that uses a precise form of radiation to target tumors. It’s highly effective, but is a viable option for only a small percentage of cancer patients.

The Fred Hutch Cancer Center came to Cruxx when they were converting a very low percentage of leads to patient starts. Because only 3,500 people are legible for this treatment in WA state, the potential for media waste is very high. Our strategy is focused, relying on A/B testing to optimize for the most qualified and efficient media/messaging.

Through paid social, search and programmatic display, we tailor the messaging to each channel’s strength and to where our potential patient is within the funnel. Awareness-generating at the top of the funnel (traditional and digital) leads to content consumption in the research phase. Digital remarketing based on their website actions leads them further into the funnel until they convert with a call to schedule an appointment. We also deployed call-tracking to attribute their online activity to an appointment.

The conversion rate of leads to starts jumped from 33% to 56%. That’s a 69.7% increase in qualified leads—the top metric used to evaluate the agency’s performance. The Center now relies on our data to guide their business decisions.