While I was in school it’s safe to say that math was never my strongest subject. However, one of the best ways for me to learn was to see or hear an example of the problem in a real-life situation. These lessons helped be understand what was being taught and how it applied to myself.
You can use case studies in the same way. Our case studies are broken up into three parts to help clearly explain objectives, strategies, and the results of a campaign. As you read the case study below, try and place yourself in the situation and see if you could benefit from the same campaign.
Awareness Campaign Case Study
In the summer of 2015, we successfully launched a twelve-month branding campaign for a regional hospital. In order to develop a strong marketing strategy, we gathered information from hospital’s healthcare database and defined what the client really wanted to accomplish in the campaign. Outlined below are the campaign objectives, strategy actions required on the campaign, and a summary of the campaign’s results.
Objective
The goal of the campaign was to increase awareness of the hospital and their satellite clinics. The campaign also aimed to promote the services the hospital provided. The independent hospital was facing increasing competition from a large regional health system in all areas of provided services.
Strategy Actions
To reach this goal, we developed a local, geo-targeted strategy. We utilized Channel Targeting consisting of banner and pre-roll video ads targeting local newspaper websites, outdoor interests, health and wellness topics, medical reference publishers, and world news topics.
We also developed an Search Engine Marketing (SEM) campaign with focus on the hospital and specific services they provide. An emphasis was placed on cancer, cardiology, and general surgery.
Results
The combined tactics delivered over 2,934 relevant online engagements resulting in website visits. These individuals were directed to pre-determined landing pages depending on which category of ads they were served.
“Our goal for the campaign was to increase the visibility of Prairie Lakes Healthcare System’s specialty services within our region. Specifically to communicate the value of our physicians to potential patients and their families through stories and connecting rural South Dakota and Minnesota to services close to home. Our unique landing page visitors are highly engaged and I am impressed with the time spent on the page.” – Client
The first six-months of the campaign yielded an increase to 48% of new visitors site traffic and maintained a bounce rate of 54%. The campaign also saw customers stay of the site for an average of 1 min 42 seconds and visit 2.9 pages per session.
Our team also reported success through the data analytics for this awareness campaign. The targeted display campaign delivered an above average Click Through Rate (CTR) as high as 2x the national average for these ad units. Additionally, the Search campaign had a CTR of 6.31%; Google reports national average CTR’s for paid search campaigns are 1% to 2%.
If you found this case study interesting or helpful, download this other case study that outlines the tactics and strategies we put in place for a client in the manufacturing industry. Fill out the form below and have the case study sent directly to your email inbox. You can also visit our site to learn more about how other industries have used Online Advertising to promote their brand.