Local Cancer Treatment Center

Cancer patients often face emotional and logistical challenges navigating complex healthcare systems. A local cancer treatment center is changing the landscape of cancer care by providing accessible, multidisciplinary treatment and innovative therapies close to home. They challenged TEGNA and PREMION to raise local awareness of their services, reach prospective new cancer patients and measure the impact of the campaign on driving qualified traffic to the center’s website.

Local Broadcast For Broad Local Branding and Awareness
Demo | Adults 35+
Daypart | Local News (Morning, Midday, Evening), Early Fringe

PREMION For Precision CTV/OTT Targeting to Specialized Healthcare Audiences
Audience | Adults 35+, Crossix Cancer Healthcare Targeting
Other | OTT Retargeting

Reach Extension & Website Attribution Measurement
Leveraged two attribution solutions: Reach extension to quantify the incremental campaign reach delivered to specialized cancer audiences, and website attribution to measure the impact of CTV/OTT on driving qualified website traffic.

Targeting & Reach Extension | The Total TV campaign, strategically targeting both general and cancer-specific audiences, delivered 46K incremental HHs, successfully establishing the center as a key community resource for cancer care.

Results | The campaign delivered strong performance driving qualified web response with 48% taking additional action on the website.