PrEP Campaign

HOWARD BROWN HEALTH

SHOWCASE

DIRECTING AUDIENCES TO ENROLL IN PREP PRESCRIPTION SERVICES

PrEP (Pre-Exposure Prophylaxis), the daily pill proven to prevent HIV transmission by 99%, was approved by the Food and Drug Administration (FDA) in 2012 as an HIV preventative, although it was still not widely used among communities most at-risk. We continued our partnership with HBH in 2018 to lead its integrated communications campaign to raise awareness of PrEP among Chicago’s most at-risk demographics, emphasizing messaging about HBH’s sliding scale fee and how they would not turn away any patients – regardless of ability to pay. In addition to making these extremely niche demographics aware of PrEP and HBH ability to support access to the medication, PCI had the task of directing audiences to the nearest HBH clinic to enroll in PrEP prescription services.

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

PrEP CAMPAIGN

Google Display Advertising — Top industry award recognition from the Public Relations Society of America Chicago and the Publicity Club of Chicago


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PrEP Campaign

HOWARD BROWN HEALTH

SHOWCASE

DIRECTING AUDIENCES TO ENROLL IN PREP PRESCRIPTION SERVICES

PrEP CAMPAIGN

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