How It All Started

Utah Valley Pediatrics, a well-established pediatric physicians’ medical practice with 10 locations across Utah, sought to enhance its visibility and increase patient visits. Given the sensitive nature of medical advertising and the stringent HIPAA regulations, the challenge was to effectively reach parents with young children in the region while ensuring compliance with all legal requirements.

Tactics Leveraged

The primary objectives for this campaign were:

• Increase brand awareness and drive traffic to the 10 Utah Valley Pediatrics locations.
• Engage parents with children in the region through targeted digital advertising.
• Achieve measurable results in terms of impressions, clicks, and, most importantly, patient conversions.

Tactics Used

To achieve these goals, we implemented a comprehensive digital marketing strategy that included:

1. Geofencing: We deployed geofencing around strategic locations, such as schools, daycare centers, and family-friendly venues, to target parents in the vicinity. This allowed us to deliver highly relevant ads to potential patients in real-time, encouraging them to visit Utah Valley Pediatrics for their children’s healthcare needs.
2. Site Retargeting: We employed site retargeting to re-engage visitors who had previously interacted with Utah Valley Pediatrics’ website. By serving them personalized ads across various digital platforms, we aimed to keep the practice top-of-mind and encourage further engagement and clinic visits.
3. Data Segments: Utilizing data segments focusing on parents with children in the region, we were able to refine our targeting further. This approach ensured that our ads reached the most relevant audience, increasing the likelihood of driving conversions.

Programmatic Display Campaign Results

The campaign delivered impressive results, demonstrating the effectiveness of the strategies used:

• 1,436,450 Impressions: The campaign generated over 1.4 million impressions, significantly increasing brand visibility among the target audience.
• 1,688 Clicks: With 1,688 clicks, the campaign showed a strong level of engagement, reflecting the relevance of the ads to the audience.
• 0.12% Click-Through Rate (CTR): The CTR, though modest, indicated that the campaign effectively targeted the right audience, resulting in meaningful interactions.
• 580+ Conversions: Most notably, the campaign drove over 580 conversions, including walk-in visitors to Utah Valley Pediatrics’ locations. This direct impact on patient visits highlights the campaign’s success in driving real-world results.

Campaign Conclusion

The digital marketing campaign for Utah Valley Pediatrics successfully navigated the challenges of medical advertising within the framework of HIPAA regulations. By leveraging geofencing, site retargeting, and precise data segmentation, we were able to increase brand awareness, drive significant online engagement, and, most importantly, convert that engagement into actual patient visits.

This case study demonstrates the power of a targeted and compliant digital marketing strategy in the healthcare sector, driving tangible business outcomes for Utah Valley Pediatrics.

This case study captures the strategic approach and successful outcomes of the campaign for Utah Valley Pediatrics, emphasizing the importance of compliance and effective targeting in healthcare marketing.