Increased Appointments Scheduled BY 17% USING NEUROSCIENCE TO ALIGN MESSAGING
Client Industry: Rural Hospital System
The Challenge: New mission and core values as a system and needed help to build external messaging for campaigns, starting with Women’s Health.
The Goal: Align external messaging to compete with larger systems in region and drive more volume to care line.
The Strategy: Evaluated market, brand, messaging, sentiment, and goals using our Brand Trust Architecture™. Built new personas, system tagline, creative direction, and ad/messaging direction. We also helped identify gaps in their existing strategy that were missing large sections of core audience and built messaging, landing pages, and ads for all groups.
Here's what we did:
→ Completed a Deep Dive Analysis on Trust Drivers, Market, and Brand to identify what was working and where there were opportunities.
→ Developed Messaging Pillars, developed messaging frameworks for external audiences based on new core values and mission/vision statement.
→ Used Research Studies, AI, and SEO tools to evaluate current sentiment, comparisons to competitors, audience insights to inform trust drivers for key audiences.
→ Developed Creative and Messaging for Women’s Health Campaign to provide keywords and image guidance for new ads to drive attention and action.
Here's what changed:
→ New Creative and Persona-Aligned Messaging launched into the market. We had three target personas for Women’s Health and built separate landing pages, messaging, and targeting for these groups based on trust builders and needs. We ended up combining to one landing page and leaving messaging broad on Google and demographic targeted on Meta since the initial launch resulted in a big drop in impressions and clicks in Month 1 and 2.
→ +17% New Booked Appointments from form fills on the new landing page in 3 mos (as compared to previous 6 mos avg). 39% of all leads scheduled an appointment.
→ Cost Per Click (CPC) and Cost Per Acquisition (CPA) Increased and then leveled out by month 3. While there were fewer clicks overall, those clicks converted at a much higher rate.
We improved patient appointments from form fills in 3 mos.
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