Challenge

Metro Immediate & Primary Care (MIPC), a healthcare clinic based in DC, needed us to create a campaign that served two primary goals – increase patient awareness and appointment bookings in MIPC medical centers, as well as drive awareness and inform their revolving target audience that MIPC was now a part of GW Medical Faculty Associates, the largest independent physician group in the DC area.

Solution

We created a 360-degree brand marketing campaign which included television spots, radio spots, a website, brand marketing and communications collateral and branded website implementation. We embraced a character driven approach to tell the MIPC brand story, which brought both personality and empathy to the brand as well as helping to communicate their core points of difference in a crowded and largely faceless market sector. The characters were brought to life through a number of short videos, which were then used in a multi-layered campaign which employed outdoor, social, online and radio advertising which were geo-targeted to maximize reach, engagement and ROI.

Results

The integrated brand marketing campaign resulted in increased organic searches based on effective SEO campaign and brand awareness initiatives resulted in 46% increase in patient appointments post launch. The geo-targeted digital campaign earned a total of 4.6m impressions, with a well above average completion rate of 74.2% for non-skippable and 29.9% for skippable. Facebook also performed well, with a 1.3% CTR. Mobile video ads peaked at 0.71%