Digital Campaigns

The below are just a sample of campaigns I have worked on in the past. Most campaign specifics are proprietary and cannot be shared, but processes and results have been made available.

Convenient Care vs. Urgent Care vs. Emergency Room

The health care field is tricky to navigate. Where should I get XYZ treated? What does my insurance cover? What if it becomes something serious? Breaking down the Access Care route was tricky, but provided extreme opportunities for business growth, referrals and appropriate use of health care resources.

Work Completed for the Campaign:

• Campaign Landing Page: This page served as the gate to help patients triage themselves. It allowed them to assess their situations and then determine the best care for them. Working with a team of designers and developers, I assisted in the original build of this page. My priority was ensuring that all design elements remained SEO friendly, and aligned with the SEM campaign that was scheduled to run alongside it.

• Online Scheduling: All of the immediate access care locations were integrated with InQuicker scheduling. Once patients had triaged themselves, they could conveniently schedule an online appointment and be seen the very same day.

• SEM Campaigns: Paid search constituted the largest part of the campaign’s budget. Each market (5 total markets) utilized different naming conventions due to state regulations. There were also nuances specific to the markets that needed to be taken into account for the ad text. Working with the digital ad agency, I focused on cleaning up ad text, ad groups and ensured that A/B testing was completed to utilize our budget to the fullest.

• Other Paid Mediums: My primary role with these was to ensure that the proper custom URLs and UTM tracking were in place within our CRM so that leads could be attributed.

  • TV

  • Radio

  • Paid Social Media

  • Billboards

  • Newspaper (smaller markets)

Results

This campaign proved to be a little tricky. The largest task of this campaign was taking five (5) marketing campaigns, and condensing them down to one (1) system campaign. There were a lot of moving pieces between the various markets, nuances that needed to be kept in mind, and targeting of the website so that end users would only see results for their specific market.

However, in moving towards the more streamlined effort, online reservations saw a 34% increase and we saw an average drop of $1.17 CPC.

Lessons Learned

When developing a campaign of this size, working with an agency is critical. However, an agency will never have a full grasp of who the organization is, what they do, and the customers that they are for. Because of this it was paramount for me to keep an eye on all ads, updating as necessary, and monitoring for continued ad improvement.

Heart Health

Components of this campaign mimicked previous health care specific campaigns. However, it did have an interesting element to it. All campaigns at Mercy had previously been managed and run by an outside agency. While I was on the Digital Acquisition team, a Salesforce contract was signed, and the migration of all campaigns began. Previous experience with Salesforce proved to be detrimental to the success of this migration. We were able to find and fix potential holes in the system, and build based off of lessons previously learned.

This campaign was previously, and to an extent currently, running on the current site. This provided a few hurdles, but did allow for better, more thorough tracking in the end.

Work Completed for the Campaign

• Located and logged all CTAs living on mercy.net.

  • From there, determined user paths to see if the CTAs were being used, or completed passed over. Extensive Adobe Analytics reporting was done for this.

• Updated, removed and/or added campaign CTAs throughout mercy.net, based on a number of analytics:

  • Most viewed pages

  • Time on page

  • Point of entry

• Created custom URLs, with appropriate UTM tracking, for each region, and each medium.

  • Previously, each marketing piece that left the building had it’s own custom URL and UTM parameters. During the CRM rebuild, it was determined to condense and focus on medium as a whole, and not individually. An example of this would be, instead of looking at each newspaper in a region, looking at the newspaper medium as a whole. This allowed us to drill down the medium effectiveness. The granularity was not missed in the end.

• Compiled regular page level reporting for campaign review. Page level reporting was not solely focused on CTAs, but also focused on other actions such as click to call, directions, and appointments made (if available).

• Reviewed custom URL reports, making spending recommendations based on results.

• Worked with the CRM Campaign Manager to implement any website changes requested.

Results

Unfortunately, final results were not reviewed until after my departure. However, during my time, I was able to clean up workflows and develop reporting dashboards within Adobe Analytics that are still in use today.