Case Study: City of Hope improves cancer care marketing performance with Merkle

City of Hope improves cost-per-acquired-patient by 25% with Merkle

City of Hope, a national cancer care network, faced the challenge of effectively unifying their emerging and traditional TV channels to reach potential patients, all while adapting to patients' desires for care closer to home. They partnered with Merkle to find new ways to manage, optimize, and measure these critical media strategies.

Merkle implemented a solution centered on identity resolution using their Merkury platform, along with closed-loop reporting, sophisticated attribution modeling, and privacy-safe data clean rooms. This allowed City of Hope to connect online and offline patient journeys and optimize campaigns across addressable TV, connected TV, linear TV, and display. The results included reaching 2M households via addressable TV, a 10% increase in linear TV response rate, a 25% improvement in addressable TV cost-per-acquired-patient, and over 100 more patients advancing in their journey via display.

City of Hope