DRIVING HEALTHCARE AWARENESS AND PATIENT GROWTH
GOAL: Enhance brand recognition and favorability for University of Pittsburgh Medical Center (UPMC) hospitals and clinical services while increasing hospital revenue and patient intake.
KPIs: Brand recall, website traffic, and new patient acquisition.
STRATEGY: APP designed highly specialized micro-campaigns, tailoring messages for different hospital branches and clinical service lines. Each campaign was hyper-targeted to relevant audience segments while adhering to strict legal and ethical patient privacy regulations.
IMPLEMENTATION:
We executed a multi-layered media plan using:
- Programmatic display and video ads to reach prospective patients based on health-related interests.
- Streaming audio and CTV/OTT placements to build brand awareness and credibility.
- Social media targeting designed to reach a younger demographic and drive website traffic.
OUTCOME:
- Website traffic surged by 17%, indicating stronger engagement.
- Patient intake for key clinical services grew by approximately 10%, directly contributing to UPMC’s overall revenue increase.