St. Joseph Health Open Enrollment Case Study 2014
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The goal of this campaign is new patient acquisition and broad brand awareness during the Open Enrollment period, Sept – December 2014 in California and Texas. Target demo Women 35-54, HHI >$75K, one or more children in home.
Utilizing a blend of TV, radio, OOH, cinema, print and digital elements, our team executed a geo-targeted, multi-integrated, multi-message, media campaign to encourage consumers to “Choose More” in California, while in Texas our geo-targeted message is “Keep Your Family Riding High.”
Results YTD (Ongoing) – This campaign has dramatically increased online traffic and overall brand awareness. Within the first seven weeks we have 20,009 (94%) new users to the newly created OC St. Joseph Hoag Health.org/Open-Enrollment landing page. To date, this campaign has delivered 15,137,433 digital impressions with an average click through of .30%, which is considerably higher than national average of .09-.10%. Total website conversions, made up of clicks and view-throughs, is currently at 1,253. The average CPA is $72.15. Video delivery is 7,404 completed views. By mixing high impact traditional media with highly targeted digital elements, this campaign continues create awareness of the St. Joseph Health brand, while driving new patients to each Hospital in Southern California, Northern California and Texas.
Added Value: $210,000 in additional exposure.