Children's Hospital of Orange County

Establishing a Leader in Holistic Cancer Care

CHOC, part of Rady Children’s Health, delivers specialized pediatric cancer care and partnered with Red Door to reinforce leadership across a competitive Southern California market.

Industry

Healthcare

Channels

Brand Strategy & Creative

Paid Media

Explore the partnership

The Opportunity

Despite clinical excellence, CHOC needed to stand out among growing regional competitors and clearly communicate its holistic, child-centered approach to cancer care.

The Insight

Red Door recognized that pairing scientific credibility with emotional storytelling would help CHOC break through noise and resonate with parents and young adults.

Integrated Campaign

Multi-Channel Awareness Strategy

We developed a multi-channel campaign that positioned CHOC at the intersection of advanced science and compassionate care, communicating its outcome-driven, holistic approach to pediatric cancer treatment. The campaign activated across Google Display, Google Search, Meta, Bing, and StackAdapt Audio to re-establish CHOC as the leading children's cancer care specialist in the West Coast region.

Three panels display CHOC's cancer care message. Left: Two masked women smiling, text on cutting-edge treatment. Center: Child in a cap, text on complex cancer care. Right: Child with a dog, text on positive outcomes. Blue and yellow theme.

Creative Optimization

Channel-Specific Asset Development

We customized creative assets for each channel and refreshed messaging throughout the 12-month campaign timeline to reduce ad fatigue and maintain relevance. The creative centered on compelling imagery paired with messaging that balanced scientific credibility with the human compassion that sets CHOC apart.

A woman in a white coat converses with a masked man and child. The child holds a teddy bear, conveying a warm, reassuring atmosphere in a hospital.

Boy in hospital bed smiles and gently strokes a Labrador retriever wearing a "Canine Companions" vest. The dog looks at the boy affectionately.

A hand holding a smartphone displaying an Instagram post from CHOC Children's Hospital. It shows a child with cancer blowing bubbles and smiling, accompanied by text promoting cancer care and support. The tone is uplifting and positive.

Media Strategy

Performance-Led Media Planning

We allocated budget strategically across channels using broad audience targeting for compliance, then continuously optimized based on real-time performance signals. The campaign far surpassed awareness goals and effectively guided potential patients to explore CHOC's Cancer Care Services.

Tablet displays CHOC social post featuring a mother hugging her child, text reads "Treating the most complex cancers. Caring for the greatest kids."

A young child in a hospital gown smiles while seated on a green cushion. A masked caregiver is close, exuding warmth. Text highlights CHOC’s cancer care and U.S. News recognition.

Key Metrics

Measurable Impact

From June 1, 2022 to June 30, 2023, the campaign achieved massive visibility with significantly high engagement. Strong click-through-rate performance and conversions suggested the campaign far surpassed awareness goals and effectively guided parents to explore CHOC's Cancer Care Services.

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