Every year we develop digital ad campaigns promoting services at clinics deemed as a business priority for the organization. In 2019, PCI expanded HBH’s message platform into a Google Search and Display Ads campaign to raise awareness of health insurance open enrollment and increase visits to clinics in Hyde Park, Back of the Yards and Englewood.
Open Enrollment
HOWARD BROWN HEALTH
SHOWCASE
USING DIGITAL ADVERTISING TO GROW AWARENESS AND DRIVE CLINIC VISITS
| KEY PROGRAM ACTIVITIES |
|---|
| Researched each clinic location’s unique patient needs, demographics and services offered and utilized HBH’s 2018 campaign data to identify best performing keywords, audience targeting and creative assets |
| Developed a digital advertising strategy outlining targetable audiences, measurable objectives, platform targets and more |
| onducted audience research to ensure ad creatives and landing pages provided a compelling, culturally relevant message to audiences |
| Conducted SEO keyword research to ensure audience relevance |
| Set-up ads on Google Ads network and provided campaign tracking tags for measurement |
| Monitored and optimize ad campaigns daily to improve results |
| RESULTS |
|---|
| 1,196 conversions were secured, a 75% increase from the 300 conversions secured in 2018 |
| Incoming patients were asked to identify how they heard about HBH as part of the organization’s intake survey process – 206 survey respondents answered, “Online Ads” or “Internet Search” |
| Paid search click-through rate (CTR) of 4.75% was secured in 2019, 55.5% higher than the same metric in 2018 (2.21%) |
| Display CTR of 0.57% was secured in 2019, 65% higher than the same metric in 2018 (0.2%). Both metrics were significantly higher the original objective of a 25% year-over-year increase |
| Increased ad relevance and strategic bidding resulted in 25% lower paid search cost per click of $2.56 compared to 2018’s $3.45, and 52% lower display ads cost per click of $0.36 compared to 2018’s $0.77; both meeting the year-over-year goal of 20% decreased cost per click |
| Paid search cost per conversion of $18.05 secured, which is 260% lower than the same metric at $46.97 in 2018. Display ads cost per conversion of $34.62 secured, which is 330% lower than $114.59 in 2018; both metrics surpassed the original year-over-year goal of decreasing cost per conversion by $50 |
| Value metrics for all HBH paid search and display ads such as CTR, CPC, and cost-per-conversion exceeded health care industry standards |
| Industry award recognitions from the Public Relations Society of America Chicago and the Publicity Club of Chicago |
OPEN ENROLLMENT YEARLY CAMPAIGN
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