Brand without behavior change leaves growth on the table. We transformed Everything It Takes into record‑setting visit growth and a scalable playbook for ongoing oncology demand.
Great technology hidden within a dated story
Community outreach flagged South Texas counties with higher propensities for specific cancers. Awareness was strong, yet many cancer care searches started late in the journey. The team had a powerful brand platform in Everything It Takes, and the moment was clear: meet patients where they are with condition‑specific help.
Need
Convert brand equity into visits
We had to translate equity into action: focus on high-incidence areas and six priority cancer conditions. Then, build a cross-channel mix that creates and captures intent with proof patients trust. Success meant fast lift in qualified traffic, events, and new patient volume that leaders could recognize.
Approach
Brand to performance, simply and precisely
We evolved Everything It Takes from provider-forward to patient-first, all while targeting designated areas within South Texas by propensity. Paid social and digital display created condition awareness. Paid search captured intent. CTV/OTT, video, audio, and local news amplified trust. Creative direction drew on NCI designation and subspecialty expertise; KPIs tied clicks to downstream appointments.
Working with Ten Adams felt like they were an extension of my team from day one. Their ability to pivot quickly and refine our paid media strategy helped us surpass our growth goals within just three months — a result that speaks to the strength of their approach and our collaboration.
Director of Marketing
Mays Cancer Center
What if Mays Cancer Center could make more lives better?
We adapted Everything it Takes into a flexible campaign that addressed specific cancers, and deployed a county-level plan across paid search, paid social, programmatic display, CTV/OTT, digital audio, and sponsored content. Every asset had a clear, single-minded message and measurement guardrails from the click to the start of the visit.
Proof
Record-setting momentum, fast
- Year End: +23% YoY unique patient visits
- First flight:+14% total monthly visits (record); +30% new patient visits (record)
- Website Signals:+160% traffic; +192% new users; +181% sessions; +140% events
Why it worked?
These are the signals leaders care about and teams can scale. A brand‑to‑performance bridge: we kept the heart of Everything It Takes, and fine-tuned the message to the moments patients actually live in. Condition relevance + geo-precision + channel orchestration turned a great brand into a measurable growth engine. Equally important, marketing teams had clear line of sight to performance data—giving them the ability to gauge success, prove impact, and adjust strategy with confidence.