National Healthcare Company

Healthcare 

2023

Strategy & Insights 
Digital Marketing 
Media 
Technology 

An expanding healthcare company which primarily operates as an acquisition-based business 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. 

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. 

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.