In the summer of 2015, we successfully launched a twelve-month branding campaign for a regional hospital in Watertown, SD. In order to develop a strong marketing strategy, we gathered information from Prairie Lakes Healthcare System and what they wanted to accomplish in this campaign. Outlined below are the campaign objectives, strategy actions required on the campaign, and a summary of the campaign’s results.
The goal of this 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 (Sanford Health) in all areas of provided services.
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 a Search Engine Marketing (SEM) campaign with the focus on the hospital and specific services they provide. An emphasis was placed on cancer, cardiology, and general surgery.
To date, the combined tactics have 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.”
– Jennifer Devine, Marketing/Public Relations Specialist for Prairie Lakes Healthcare System
The first six months of the campaign yielded an increase to 48% of site traffic were new visitors and maintained a bounce rate of 54%. The campaign also saw customers stay on the site for an average of 1 min 42 seconds and visit 2.9 pages.
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 two-times that 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%.