In this session...
City of Hope, one of the nation’s largest cancer research and treatment organizations, partnered with iProspect and Viant to boldly expand its physician referral network. Their campaign went beyond reach to inspire action—driving new patient signups and healthcare professional referrals. The breakthrough: directly tying media to measurable results. This session will spark ideas for marketers to prove impact, embrace new channels, and turn bold strategies into measurable growth.
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City of Hope, one of the largest cancer research and treatment organizations in the U.S. and California’s top-ranked cancer hospital, set out to expand its physician referral network through bold digital innovation. Partnering with iProspect, a global digital marketing agency, and Viant, a leader in CTV and AI-powered programmatic advertising, they built a campaign designed not just to reach, but to drive action—boosting new patient signups and physician referrals. The breakthrough came in redefining measurement, directly connecting media spend to referrals and signups, proving impact in ways rarely seen in healthcare marketing. This session explores how City of Hope turned bold strategy into measurable growth, offering insights for marketers across industries who must justify spend and prove ROI. Attendees will walk away with a playbook for embracing new channels, sparking meaningful action, and building marketing strategies that drive tangible business results.
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What You'll Learn from This Session...
- Measurement That Matters: Learn tangible strategies for how to build systems that connect media directly to real-world business outcomes, from signups to referrals.
- Unlock the Power of Digital-First Channels: See how CTV, OLV, streaming audio, and display can do more than build awareness—they can fuel measurable growth in high-stakes industries.
- Prove and Scale ROI: By linking digital exposure to conversions, City of Hope showed how bold strategies paired with strong analytics can both prove ROI and unlock future growth.
