A healthcare organization was burning budget on broad awareness campaigns that never reached the clinicians and academics who actually influence institutional reputation — including US News & World Report Best Hospitals voting-eligible physicians. The signal was lost in the noise.
When broad awareness isn't enough, precision changes everything. Here's how we moved the needle on one of healthcare's most competitive reputation metrics.
The Challenge
Solution
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We replaced broad targeting with surgical precision:
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Built custom audiences targeting using curated data sources and proprietary audience intelligence to reach only USNWR-eligible clinicians and key academic influencers
- Built a full-funnel HCP strategy segmented by priority service line
- Introduced proprietary Media Impact Scoring for continuous optimization across waste reduction, cost efficiency, and performance
- Developed specialty-specific creative assets tailored by funnel stage and channel
- Optimized website content to deepen HCP engagement and drive research behavior
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Results
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Metric
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Result
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|---|---|
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Audience Waste Eliminated
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-98%
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Click-Through Rate Increase
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+104%
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Avg. Lift in Peer Perception
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+19% per service line
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Avg. Lift in Academic Brand Perception
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+13%
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"We didn't just cut waste — we redirected every dollar toward the exact minds that shape institutional reputation."
The results speak for themselves.
Let’s Talk
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