Case Study: Head and Neck Cancer Surgery Journey Campaign
“...we started with search engine marketing and then a full fledged precision marketing campaign including a landing page, a downloadable guide, social and digital display ads and a lead nurturing drip email campaign all targeted to patients with the propensity for head and neck cancer surgery.”
Campaign Impact
Overall results 1 year into our program (Jan 2023)
Campaigns deployed
Leads generated
Inbound calls generated
Attributable clinic appointments scheduled
Attributable procedure consults scheduled
Potential attributable contribution margin
Optimizing How Prospective Patients Find Care at Specialty Clinics
With the launch of web self-scheduling at the Head and Neck Cancer Surgery in August 2021, patients were empowered to conveniently and quickly make their own appointments for specialty care. Since its launch, 296 patients had scheduled their appointments with the web self-scheduling tool.
To further drive prospective patients to schedule their initial appointments online, in March 2022, the first full-funnel digital patient acquisition campaign was launched for the Head and Neck Cancer Surgery. A full-funnel market campaign involves building brand awareness, increasing consideration, intent, and conversion across paid (Search Engine Marketing, Paid Display, and Social Advertising) and owned (Landing Page and Emails) channels. The campaign
targeted individuals likely diagnosed with head and neck cancer, and proactively looking for treatment options.
What Did We Do?
The Head and Neck Cancer Surgery campaign ran for six months with paid and social media advertisements, as well as emails to download a Head and Neck Cancer Guide, watch an interview with Patrick Ha, MD, Chief of the UCSF Division of Head and Neck Surgical Oncology, and a link to schedule an appointment.
Following are assets and infrastructural elements that were established as part of the effort to create this new patient journey campaign capability.
- Salesforce Marketing Cloud Creative + Campaign production
- New email, landing page designs, advertising assets and Salesforce Marketing Cloud journey production
- Strategy paramount: Specialty, Market Opportunity, Patient Journey, and Pain Points
- Salesforce Marketing Cloud & Enterprise infrastructure
- CloudPages (Landing pages)
- Clarity report (patient data integration
Our first precision campaign targeted individuals with a Head and Neck Cancer diagnosis encouraging them to schedule their first navigator phone appointment with UCSF Health
What Was Our Impact?
The campaign saw an increase in scheduling with 271 attributable patient appointments and 80 surgical procedures overall through the program.
In addition to prior marketing campaigns, this precision campaign significantly amplified self- scheduling monthly volumes, ultimately contributing to sustained lifts in monthly navigator phone appointments and downstream encounters and procedures. Based on a marketing spend of $72,000, estimated ROI is 46:1.
What's Next
Head and Neck Cancer surgery was the first of the precision marketing campaigns and the learnings which informed the development of additional campaigns, which have since launched, including epilepsy acquisition campaign, mammography re-engagement campaign targeted to current patients, a prostate cancer acquisition campaign, with additional campaigns soon to be launched, including lung cancer, pediatric OHNS and pediatric orthopedics.
In the future, financial data will be added to the reporting tool for a more accurate measure of return on investment of the campaign.
For more information on the campaign