Client: World-renowned specialist cancer hospital, clinic, and network - Seattle Cancer Care Alliance.

Challenge: Seeking a second opinion when you have a cancer diagnosis is difficult. Most patients continue treatment where they were first treated. As a result, the volume of prospective patients who self-refer themselves to the Seattle Cancer Care Alliance hospital is much lower than other sources. Could we reverse?

Spy Work: Cancer is a deeply personal experience with behaviors shifting by gender, age, ethnicity, cancer type, stage, patient location, insurance provider, eligibility and more. Most patients are rightfully preoccupied with their prognosis hence do not thoroughly investigate all available treatment options.

Additionally, the three provider traits of innovation, expertise in my specific cancer and better than average patient outcomes were top reasons for contacting.

Tailor Shop: With a granular media lens and a comprehensive testing matrix, our tailorshop sought out to create more individualized marketing as opposed to the common “broad” market of patients. Creating personalized messages/advertising across multiple cancer types, audience types, and geographies to drive a 300% increase in patient self-referrals to SCCA in just 8 months.