National Healthcare Company

Media-focused and technology-driven approach to strengthen brand identity and customer experiences 

Industry

Healthcare 

Year

2023

Services

Strategy & Insights 
Digital Marketing 
Media 
Technology 

Unique challenge

An expanding healthcare company which primarily operates as an acquisition-based businesses was struggling to reach and acquire new audiences to fill the funnel. And, given their growing geographic footprint, they needed to build strong brand awareness with target customers and improve conversion rates. 

Strategic approach

We split the program into two phases. Phase one involved collaborating with our client to define seasonal shifts and create six annual campaigns based on patient demographics, retail trends, and market analysis. Each campaign targeted specific personas, guided messaging, selected digital channels, and identified new media opportunities through whitespace analysis. 
 
In phase two, we refined the geo-first campaign strategy by layering audience targets, optimizing media efforts, and enhancing the appointment experience with an online scheduler. Data-driven testing and reporting played a crucial role in continually improving the campaign, resulting in significant business returns. 

Value delivered

Rooted in understanding customer segmentation, this multi-layered campaign allowed the client to recognize major improvements year-over-year for their marketing efforts. By leveraging data to inform decisions, better understanding behaviors, we were able to help our client react in real-time to changing business needs. The client recognized significant results including a 20% increase in sessions YOY, a 30% increase in site conversion rate and a 44% decrease in cost per appointment. 

The Results

80%

increase in digital appointments YOY

36%

increase in digital impressions YOY

30%

increase in site conversion rate YOY

5X

ROI on media performance