During these unprecedented times and the impact on healthcare systems across the country, Brown Parker & DeMarinis Advertising (BPD), in exclusive partnership with Optum, led the execution for what industry leaders are calling “a game-changing precision marketing approach”, specifically for the Central Florida-based healthcare system, AdventHealth.
The campaign, whose call to action was to drive people to AdventHealth’s ER over its local competitors, yielded a $474 return for every marketing dollar spent during the six-month period it was in market. This ran at a time when many were choosing to stay home rather than seek emergency care due to very real COVID concerns.
Once Optum’s data identified the target audience, BPD’s team developed a strategy that aligned personalized messaging and creative best practices with Optum’s insights to reach and engage the patient population.
This multi-channel approach, leaned heavily on digital tactics including Paid Social, which proved to be a huge success.
BPD CEO, Jason Brown, recently presented the campaign and results alongside Sharon Line Clary, Vice President of Strategic Marketing and Communications for AdventHealth during the HealthLeaders Marketing Now Online Summit for Effective Marketing webinar with enthusiastic response.
To learn more about the specifics behind the campaign, approach, and results, click here.