Cancer Treatment Centers of America (CTCA) needed to reach prospective patients by positioning itself as a cancer only hospital, so it launched a nationwide OTT/CTV campaign targeting specific audiences with help from Merkle. The hospital remained available, while many transitioned to support COVID-19 cases. The campaign combined media exposure with conversion data and optimize media down to the DMA level. During the six months the campaign ran, it was exposed to millions of unique households and generated hundreds of conversions.