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Highlights
Highlights
Purpose: By 2030, it's expected cases for all cancers will grow by 14%. This integrated marketing campaign created an identity and strengthened the market position for Ascension Alabama oncology care. Led with access, care navigation, nurse navigators, and quality and safety as differentiators. Target audience: Independent and over 40 and Seniors 65+
Objectives
Drive new patient engagement and growth.
Grow nurse navigator appointments as a first call conversion and high-touch entry into the service line.
Increase attachment from screening and diagnosis into care planning.
Create an identity
and unifying theme
Create an identity
and unifying theme
Promote program differentiators
Promote program differentiators
Use data-driven customer relationship engagement
Use data-driven customer relationship engagement
Full funnel, omni channel marketing approach
New campaign landing pages to inform consumers about breast, colon, lung, and prostate cancer services.
Paid Search to bring qualified users to the campaign sites.
Screening campaign emails to reach targeted and qualified patient audiences.
Print, TV, radio, and social media content to lead consumers to have a conversation with a doctor about screening needs.
Key earned media stories to build awareness and stimulate search activity.
Campaign results
8.2k Find a Doctor/Find a Location searches and profile views ▲214% YoY* increasing site traffic and path into scheduling.
832 total campaign actions taken from paid search campaign ads ▲814.3% YoY, including mobile clicks to call, appointments scheduled online, and class registrations.
22.2k Google listings seen in search results. ▲20.2% QoQ across all Ascension St. Vincent’s oncology clinician and facility listings.
1.1k calls from Google listings connecting to scheduling.
Paid search accounted for 94% of campaign traffic and 94.5% of goal completions.
1.2 million impressions from earned media stories.
FOX reporter receives his first colonoscopy.
Return to screening initiative secured on three of the four broadcast stations.
Patient storytelling for breast and colon cancer secured with two broadcast stations and several newspapers.
New technology to lessen the burden of treatments.
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