Warren Direct - Case Studies

Cancer Treatment Centers of America
Creative Length :120/60
Title: “Hope Testimonial”

Warren Direct provides creative, lead process and lead conversion strategy, media strategy and media buying services for Cancer Treatment Centers of America (CTCA).

Objective, goals and target audience of the campaign:

Gender:	Female 60% / Male 40%
Age range:	35-60
Education level:	High School Graduate
Avg. HH income:	$40K+

Media strategy used to achieve objectives/goals:
The client targeted a 30% improvement in cost per call and cost per qualified lead as the result of an improved media strategy. Warren Direct conducted significant background research on historical data of previous media buys and began the targeted selection of DMAs that drove the highest percentage of qualified calls and managed daypart selection. A fine-tuned mix of short-form and long-form was subsequently perfected to maximize efficiencies. The result of this strategy was a 50% reduction in CPC, far exceeding client expectations.

Creative strategy for the campaign:
Warren Direct was tasked with reducing CTCA’s cost per call and cost per qualified lead for driving cancer patients to its Tulsa, Oklahoma, treatment center. Having worked with three separate agencies in attempting to reduce these metrics, CTCA chose Warren Direct because of its extensive history of success in managing specific metrics. The overall program was to be completed using existing footage from previous short- and long-form infomercials, and the budgets for both production and media were predetermined. From a creative treatment standpoint, immediate changes implemented included a stronger call to action, longer and more emotional testimonials and elimination of 30-second spots.

Execution of the creative strategy and qualitative aspects of the television campaign:
Warren Direct was given complete creative license. Given the challenges of reviewing over 40 hours of footage, the agency worked very hard to be ahead of all timelines and deliver under budget. There was a distinct improvement in the quality of the spots, which were more consistent in their storylines. Graphical treatments were enhanced, and the music was updated.

Specific results and effectiveness of the campaign based upon objectives and goals:
In the first eight weeks of the campaign, CTCA realized an average weekly reduction in cost per call of 15%. All client goals were achieved in 10 weeks instead of the 12-week timeline that was originally proposed.