Healthcare

The nation’s leading network of gastroenterology providers were challenged with marketing at a practice-level vs marketing efforts across the network. The client wanted to promote Colon Cancer Awareness Month to highlight the new guidance for people aged 45+ to get screened and drive new patient leads for colonoscopies. The challenge was to develop a new unifying ad campaign across several markets. The goal was to take a topic that many people tend to avoid and create a more engaging and accessible campaign that would grab the target audience’s attention and also get them to schedule an appointment for a colonoscopy.

Unified Full Funnel Marketing Campaign Executed at the Local Level.

Developed a unified campaign that ran across several markets on Meta (Facebook, Instagram, Messenger) that had high penetration for 45+ adults. In partnership with the client, we developed the theme “Drama You Don’t Need” to stop users from scrolling and engage with the message through age-appropriate pop-culture creative. Created video and static assets, tested creative and ad fatigue for all Meta placements to drive a full-funnel strategy. Built market-level landing pages that directed traffic to corresponding practices and for better reporting and optimization of campaigns.

Generated 2,500 patient leads and decreased Cost Per Lead by 85% as compared to client’s previous efforts. Won and ACG Scopy Award for the “Most Far-Reaching and Impactful Initiative.”