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NYU Langone
Life regained.
Watch the campaign
PERLMUTTER CANCER CENTER, part of the NYU Langone Hospital System, is one of the leading cancer centers in New York. While it’s second-to-none in its clinical expertise, in its broad range of clinical trials, and in the quality of care it provides to patients, PCC is not as well-known as some of its competitors and is not yet a top-of-mind choice for those seeking cancer treatment.
CRUX was brought in to help build awareness for PCC and to establish its status as a premier center for cancer treatment in New York. We inherited a campaign featuring patients who have undergone successful treatment at Perlmutter. The stories are uplifting and inspiring and underscore PCC’s commitment to healing their patients’ spirits as well as their bodies. We understood the power of these patient stories, but also identified ways in which they could be more relevant, impactful, and emotionally compelling.
Working quickly and efficiently, in the space of ten months we created an integrated set of TV, digital, social media, and radio executions built around a patient who had overcome Stage 4 ovarian cancer, and another patient who is living cancer-free five years after overcoming prostate cancer. The work was enthusiastically received by the PCC and NYU Langone leadership.
Not content with the significant work done to-date, we continue to work with Perlmutter to sharpen the campaign, raise awareness for the institution, and bring the message to new audiences.
Results
The TV spot we developed for the “Jackie” story proved to be the most cost-efficient driver of appointments across the Perlmutter Cancer Center universe.
Our digital creative OUTPERFORMED BENCHMARK CONVERSION RATES BY
8
x
Our work for the “Barrie” story yielded a significant increase in engagement and conversions versus pre-CRUX creative efforts. For example, CLICK-TO-CALL CONVERSIONS ARE UP
4
x
AND PHYSICIAN APPOINTMENTS ARE UP
10
x
compared to earlier results