The client is a private healthcare operator providing healthcare services with the firm belief that anyone should be able to access excellent care, be it through NHS or private services. The client helps their patients to maximise their wellbeing and live life to the full.
Their healthcare services range from surgeries, diagnostics, general practice, offender health and urgent care.
There were three particular challenges the client was looking to address through digital advertising.
The first being the promotion of their services. The client wanted to promote their scheme which allows people to get treatment for their ailment more quickly by funding the procedure themselves. With fluctuating NHS waiting times, our client offers an alternative to delays and uncertainty and so they wanted to get across that it was more cost effective than many people assumed to take control of their situation.
Secondly, recruiting quality people to join the team was becoming more challenging. Like many other sectors, there is real competition within healthcare for good quality people. In order to support their expansion plans, our client was looking to fill a number of vacancies across multiple disciplines.
The last challenge was to support offline activity e.g. direct mail drop through online channels to improve brand awareness around the locations of their sites.
Having had a number of in depth discussions with the client, Fluid Ads came up with a three stage solution to their challenges:
Active users: Using keywords, search terms and competitor information, the plan was to identify those people who were looking for suitable services now.
Passive users: Using certain filters Fluid Ads were able to retain those audiences who were more likely to require the clients services now or in the future. These included certain job roles, sporting interests and life stages.
Retargeting: Identifying those people who visited the clients website and promoting a targeted message to them via digital display was the third tactic we used. This is a great way of reminding people who have shown some interest in their products/services why they should return to the website.
By combining Active, Passive and Retargeting tactics into the campaign, Fluid Ads were able to promote the healthcare provider’s services to over 1.2 million relevant individuals with 2474 clicking through to find out more.
The results from the recruitment initiative were fantastic and brought over 1million impressions. This translated to 1834 clicks which led to 35 complete quality applications for open positions and a lot of awareness for potential candidates.
Fluid Ads were able to support the clients offline marketing activity through digital advertising by targeting specific household addresses via Geofencing to complement the mail drop campaign, this was successfully delivered to 35,000 households and is a prime example on how online can support offline activity.
Following the success of the initial trial and further insights into the audiences, the healthcare provider continues to work closely with Fluid Ads managed campaigns to enable more new business, brand awareness and resolve recruitment challenges.
Dynamic advertising has been around for a while and this is a beginner’s guide to dynamic advertising. As a concept, it’s not new. But, like everything else, the advancement of technologies has seen it become more sophisticated and deliver greater ROI to Advertisers.