Case Study: Medical Specialist of Texas – A Targeted Digital Marketing Campaign

Client: Medical Specialist of Texas
Industry: MedSpa and Women’s Healthcare
Agency: Propellant Media
Duration: 90 Days
Campaign Strategy: Geofencing Marketing, Data Segmentation, Site Retargeting

MedSpa & Women’s Health Clinic Utilize Programmatic Display For Growth

Medical Specialist of Texas, a MedSpa specializing in comprehensive women’s healthcare, was striving to enhance its outreach efforts in a highly competitive market. While they had been utilizing Google Ads and other digital marketing tools, they felt the need for a fresh, targeted approach that would better connect them with their audience—women in the region focused on their health—while also ensuring compliance with HIPAA regulations.

Their primary objective was to increase visibility among their target demographic, drive more foot traffic to their clinic, and ultimately convert those interactions into loyal patients. With these goals in mind, they turned to Propellant Media for a strategic marketing solution.

How We Approached It

Propellant Media was tasked with developing a sophisticated digital marketing campaign that would:

1. Target the specific demographic of women in a certain age range who are focused on their health.
2. Leverage advanced techniques like geofencing marketing and data segmentation to precisely reach potential clients.
3. Ensure compliance with HIPAA regulations while maximizing engagement.
4. Convert online interactions into physical visits to the MedSpa and women’s health clinic.

The Gameplan We Put Together

Propellant Media crafted a multi-faceted marketing game plan tailored to the needs of Medical Specialist of Texas:

1. Geofencing Marketing: The campaign utilized geofencing technology to create virtual perimeters around specific locations where their target audience was likely to visit, such as gyms, health food stores, and related healthcare facilities. This allowed the clinic to serve ads directly to women in the designated age range when they entered these geofenced areas.
2. Data Segmentation: Propellant Media employed sophisticated data segmentation techniques to narrow down the audience to women within a particular age bracket who were focused on their health. This ensured that the ads were highly relevant to the recipients, increasing the likelihood of engagement.
3. Site Retargeting: The campaign also included site retargeting, which allowed Medical Specialist of Texas to re-engage with individuals who had previously visited their website. By showing tailored ads to these visitors as they browsed other sites, the campaign encouraged return visits and further interaction with the clinic’s services.
4. Compliance with HIPAA: Throughout the campaign, Propellant Media maintained strict adherence to HIPAA regulations, ensuring that all data handling and marketing practices protected patient privacy and complied with legal requirements.

The Marketing Results Of The Campaign

Over the 90-day campaign, the strategic efforts by Propellant Media yielded impressive results:

• 415,848 Impressions: The campaign successfully captured the attention of the target audience, generating a significant number of impressions.
• 497 Clicks: The targeted ads resonated with viewers, leading to a click-through rate (CTR) of 0.12%.
• 130+ Conversions: Most importantly, the campaign led to over 130 conversions, with numerous individuals visiting the MedSpa and women’s health clinic as a direct result of the digital marketing efforts.

The successful execution of this campaign not only enhanced the clinic’s visibility among its target demographic but also translated into tangible business outcomes, with a notable increase in foot traffic and patient engagement.

Conclusion

The collaboration between Medical Specialist of Texas and Propellant Media demonstrates the power of targeted digital marketing, especially when combined with advanced techniques like geofencing, data segmentation, and site retargeting. By focusing on the specific needs of the client and adhering to regulatory requirements, Propellant Media was able to deliver a campaign that exceeded expectations and drove significant growth for the clinic.