PeaceHealthPeaceHealth thrives by understanding that no two patients are alike.
The Challenge
Communicate to all stakeholders that PeaceHealth knows what one member or patient needs isn’t anything like what another patient needs. PeaceHealth needed to speak to each audience by age, life stage and health needs to maximize impact.
Our Solution
Because no two patients are alike this campaign embraced the advertising with that premise. Specific creative to very specific audiences at specific times. Creative and media we aligned to leverage the cost efficiency of digital (Paid Search, Display, Social). Punches of traditional media reinforced messaging during key times. Local newspaper built new doctor practices and local TV news broadcast buys delivered added awareness.
Campaign
Results
The effort increased consumer awareness of the key services offered by PeaceHealth (based on pre/post campaign analysis; particularly the client priorities of Cardiology and Surgery.) The effort also delivered higher campaign analytics. Paid Search CTR (click-thru-rate) jumped up and CPC (cost-per-click) decreased by 22% for display ads as we consistently optimized.
