Case Study: Penn Medicine achieves stronger breast cancer patient acquisition with Fathom

Penn Medicine boosts breast cancer leads 72% with Fathom

Penn Medicine faced the challenge of growing its breast cancer surgical volume in a competitive local market. Many patients lacked a clear provider preference, requiring marketing to build trust early in their high-stakes decision-making journey and drive them toward timely care. They partnered with the digital marketing vendor Fathom to address this.

Fathom implemented a patient-centric storytelling campaign called Team Kate, shifting from traditional service-line marketing to audience-first engagement. They scaled this story through targeted paid media, used condition-specific data for targeting, and strengthened paid search to capture high-intent demand. This solution delivered a 91% year-over-year increase in click-through rate, a 72% boost in paid search lead volume, and exceeded goals for new patient visits.

Penn Medicine