During a time of hyper focus on health and wellness, access to medical services was key for many families. We worked with our client, Family's Health Care, and tapped into location-based marketing to help them connect with nearby audiences, drive awareness of available services, and help inform potential patients of how to make appointments for in-person services during a critical time frame.
Radial Fencing allowed us to define geofence boundaries within a six-mile radius of the Family’s Health Care location, driving 63% of total visits. This tactic ran the duration of the entire campaign as an ‘always-on’ targeting strategy to consistently reach a relevant audience.
Zip Code Targeting was leveraged to precisely reach specific areas and successfully drove 36% of all visits attributed to this campaign with only 11% of total budget. Because the nearby neighborhoods made up a largely Latinx community, the creative assets were in Spanish to increase effectiveness and emphasize the center as a Spanish-speaking provider.
Neighborhoods Targeting enabled TBS to target unique geographical boundaries based on a combination of visitation patterns and audience segments, reaching areas with high affinity to target locations. Of all tactics, this one had the highest Click-through Rate peaking at 1.88%.
Geotargeting campaigns were conducted in both English and Spanish.
The six-month long campaign focused its messaging on in-person visits and the availability of Covid-19 testing to build awareness of the medical practice within the community and bring in new patients.
Overall, GroundTruth media reached over 33K unique users and drove over 3K clicks from potential patients to learn more about the medical offerings of the health care facility. In terms of impact on visitation to the facility, it resulted in a 2.4X increase in the number of daily patients compared to the pre-campaign time frame. By more than doubling the volume of daily patients, this campaign proved the importance of contextual ads in driving results.
Since the launch of this campaign, the health care center has seen new patients come back for other services, highlighting its success in creating repeat and long-term patients. With the learnings and success from this initial campaign, TBS is continuing to tap into GroundTruth’s product suite to promote their client’s offerings with focused precision.
Geotargeting is easily adaptable to any business with a physical location where you want to encourage potential customers to visit.
Restaurants, retail stores, physician offices, tax accountants, banks, tire stores, and much more.
Ask us how we can use geotargeting to drive online orders or inquiries, too!