Continuing to grow its customer base was the challenge facing US-based hospital turned digital health provider, One Health.
With 10,000 visits per month to the website, the company wanted to capitalise on its relaunch and increase its number of subscribers by 30%.
So who exactly is the company?
One Health is a hospital based in New York City that successfully rebranded as a digital health provider. The hospital now offers appointments 24/7 with a wide range of doctors, dentists and specialists. Patients can choose between single visits or sign up for monthly individual or family subscriptions.
What was my solution?
The solution was to devise a highly-targeted paid advertising strategy aimed at busy, health-conscious professionals.
These individuals needed hassle-free, convenient healthcare and One Health provided the perfect solution for them. We just needed to find them online!
The plan was to use paid Facebook ads to gain their attention, then target those actively seeking an appointment using paid Google Search ads, before finally using retargeting to convert them.
What was my role?
I worked as the performance marketer on the campaign and handled:
- Devising the paid advertising strategy, including the funnel
- Compiling a list of guidelines for ethical marketing
- Designing and creating the paid Facebook ads
- Designing the paid Google Ads, including keyword research
- Calculating the conversion results based on data
- Providing relevant optimisations based on the results
What were the results?
✓ Campaign increased subscribers by 34% (exceeding the target of 30%)
✓ A fully devised funnel, including relevant platforms, ad types and metrics
✓ A set of high-quality templates for future paid Facebook campaigns
🔎 Find the full performance report with all the numbers here.
What were the key learnings?
In this project, I gained first-hand experience creating Facebook and Google Search Ads, setting me up for success devising future PPC (Paid-per-Click) ads. Having the chance to also devise the strategy for the campaign allowed me to gain experience in higher level thinking and a solid grounding in creating targeted paid campaigns.
The project also developed my skills in both branding and messaging. When devising the campaign, I saw the need to truly understand the brand’s target audience. This ensured the service would clearly address one of their pain points: a lack of convenient, hassle-free healthcare options. This shaped much of the strategic thinking throughout the campaign and is something I will carry through to other campaigns.
Want to learn more?
Have a read of the full case study below:
Lewis Blakey 