Viant First-to-Market Measurement: City of Hope — From Impression to Appointments

• Measure hospital visits resulting from healthcare provider-level outreach to media exposure

City of Hope® is a National Care Institute-designated comprehensive cancer center with its primary treatment and research facilities in California, Illinois, Arizona and Georgia. With a long-standing history of excellence, they have earned recognition as the top cancer hospital in California and one of the nation’s top ten cancer treatment centers, according to U.S. News & World Report.

Historically, iProspect had leveraged and entrusted Viant’s industry-first closed-loop reporting for media performance insights and optimizations for City of Hope’s direct-to-patient marketing program. Despite strong brand awareness among healthcare professionals, City of Hope wanted to expand the approach to increase referrals by highlighting its rankings to those who have not referred patients to their hospital.

iProspect tapped Viant’s outcomes measurement expertise once again to engineer a first-in-industry closed-loop reporting healthcare professionals solution that links media exposure to healthcare provider outreach and hospital visits leveraging connected TV, online video, streaming audio, and display.

In one of the most highly regulated industries, Viant delivered a measurement solution that no other partner could match. By working hand-in-hand with trusted data and technology leaders, Viant crafted a privacy-first approach that unlocked powerful insights while keeping compliance at the forefront.

Viant’s Household ID™ technology, combined with specialized healthcare data from IQVIA Digital and additional partners, enabled iProspect to confidently identify the right patients and providers for City of Hope. Experian serves as a bridge to link advertising exposures from Viant to anonymized classifications used iProspect’s to measure aggregated campaign performance by healthcare provider specialty — showing how marketing influenced real engagement and supported patients in one of life’s most personal decisions: choosing a trusted doctor and place for care.

For healthcare providers, National Provider Identity (NPI) was infused with HCP data engagements to reveal what drove HCPs engagement with the brand, ultimately building their trust with City of Hope to the point that they would refer a patient to them.

Together with iProspect and City of Hope, Viant proved that healthcare campaigns can be optimized and measured with a level of precision not available anywhere else in the market.

This breakthrough gave City of Hope industry-first clarity into how healthcare provider outreach drives real-world patient appointments, setting a new benchmark for healthcare marketing measurement.

• IQVIA Digital and Other Healthcare Data Partnerships
• Custom Closed-Loop Measurement

“Our work with Viant and iProspect has shown that innovation in marketing can directly translate into more patients reaching the life-saving care they need. By bringing performance discipline to omnichannel storytelling, we’re advancing both the science and the humanity of healthcare marketing.” -Ken Chaplin, System Chief Marketing Officer, City of Hope

“Results from these campaigns have been strong. Some of the omnichannel campaigns, using CTV as a performance marketing channel, have produced results as efficient as paid search, which is traditionally City of Hope’s most affective form of advertising. The impact is transformative. City of Hope gets the added benefit of storytelling, on the largest screen in their homes, in highly engaging, audience-centric long-form videos.” – Trevor Hadick, Senior Vice President, iProspect