AllianceHealth - Non-Surgical Integrated Dual Balloon
New Product Launch Campaign
Goal: Create an integrated omni-channel marketing strategy to promote the launch of the Integrated Dual Balloon procedure.
Challenge: The target patient was women between the ages of 30 - 55, with a medium income of $75K. They are internet-savy and will do research on the procedures online before committing. In an effort to meet our target demographic online, the primary channel was digital marketing, with targeted Facebook boosted posts and Google Adwords with zip codes in southeastern Oklahoma and north Texas, with traffic directed to landing pages to call for a consultation, more information, etc. Our other channel focus was search engine marketing (SEM). Budget spend was $1K+ per month.
Solution: In an effort to meet the community, a strong digital and print approach was launched to ensure the right audience was reached, with the right message.
Created promotional materials (fliers, banner stands, posters, social media graphics, direct mail postcards and print advertisements).
Developed press releases to the local media (40-mile radius) introducing the program and highlighting the doctors performing the procedure.
Created Patient Journey Blog to update every 3 months with patient feedback and testimonials.
Created mobile-responsive landing pages to direct all Pay-Per-Click (PPC) and digital marketing campaigns, branded with AllianceHealth Oklahoma to tie in with the network resources established.
Managed the Facebook social media channel by creating monthly calendars and boosted paid posts to zip codes in southeastern Oklahoma and north Texas, to promote the non-surgical procedure, patient success stories and FAQs, with CTA directed to landing page.
Managed media buying for radio spots.
Coordinated and promoted community events (Wellness and Health Clinics, Roaming Health Pop-Ups, etc).
Worked with local TV Stations to develop health news story spotlights.
Results: By creating a heavily digital marketing and public relations campaign, a long lasting impact and awareness for this new procedure. Within the first six months of launch, results were:
21% PPC lead conversion rate
50+ procedures performed and or scheduled
33k+ landing page visits
5 TV Interview Segments/Spotlights
