In 2018, Cooper University Health Care and Inspira Health Network joined forces to create Cardiac Partners, the largest cardiology patient referral and clinical practice in southern New Jersey. Yet by 2020, they were still virtually unknown outside of their individual reputations and existing base of patients. They needed an omnichannel campaign to drive in-market awareness among new patients, and ultimately increase conversion as measured by requests for scheduled appointments.
Updated website functionality to include physician’s listings, search, appointment booking, new blog design.
We took a full funnel approach to engage multiple core audiences in the southern NJ market with targeted paid media ads (traditional and digital), paid social, SEM/SEO, out of home and guerilla to provide bedrock awareness. Targeted programmatic “look-alike” ads educated viewers on common heart conditions and concerns in a first-person voice, with behavioral retargeting aimed at users who had shown some interest in the brand but had not taken a specific action either on the campaign’s landing pages or CardiacPartners.org website.
We optimized clicks and call volume so well that we were able to improve patient conversions 2,040% YOY – causing a few hearts at Cardiac Partners to skip a beat. We also: