paid marketing to drive conversion
An established general hospital in New York, One Health’s reputation has been in decline since the early 2000s. They sought to revitalize this perception with a new digital health subscription service.
My role was to develop and implement a paid digital marketing strategy utilizing Google and Meta advertising platforms to increase subscribers.
*One Health is a fictional company created for CareerFoundry’s Digital Marketing Course
The Process
- Increase brand awareness
- Expand customer base
- Use full funnel marketing practices
The Goal
Increase total subscribers by 30% in one month (130 additional subscribers)
awareness
Goals
- Grow audience
- Increase brand awareness
Platforms
Content
- Visually engaging
- Educational
- Highlight service features
- Feature positive customer reviews
Key performance indicators kpis
- Impressions
- Reach
- Likes
- Shares
- Follower Growth
consideration
Goals
- Visibility
- Discovery
- Familiarity
Platforms
- Google Search
Content
- Highlight UVP (unique value proposition)
- Target Specific Keywords
Keywords
- One Health Doctors
- Do doctors make house calls
- 24/7 healthcare
KPIs
- Impressions
- Clicks
- Cost per Click
- Click Through Rate
bottom of funnel
Goals
- Increase Subscriptions
Platforms
- Google Search
Content
- Strong CTAs (call to action)
- More Specific Keywords
- Retargeting Ads
KPIs
- Conversion Rate
- Cost per Acquisition
- Click Through Rate
Target persona
Sica, age 35
Full Time Mom, Part-Time Business Owner
Ever since becoming a mom, Sica has found herself more anxious about providing the best care for her child.
Demographics
- Family Status: married, 1 child
- Education: college graduate
- Income: middle/upper middle class
- Location: New Jersey
Platforms
- YouTube
Likes
- Mommy groups
- Organic everything
- Advice from trusted friends
Dislikes
- Expensive healthcare
- Germs
- Waiting for doctors
Ethical considerations
Advertising in healthcare
Be honest and represent brand truthfully; adhere to HIPAA rules; do not post politically leaning content; do not post any elitist, stereotypical, or harmful messaging; be respectful and represent all peoples
advertising with google
Adhere to all Google policies; take extra care around Google’s healthcare specific policies; be honest and transparent with all ads and ad copy
advertising with meta
Adhere to all Facebook advertising policies; be honest about services; do not deceive or mislead viewers; contribute to overall positive user experience
Key Insights
Healthcare advertising is carefully monitored and regulated. To continue building a relationship and trust with your audience, it is imperative to be honest and transparent. Being purposely misleading or inaccurate would be detrimental to the goals of growing a customer base.
sample facebook awareness ad
“Discover tips for keeping your kiddos healthy
Healthy kids during cold & flu season? It’s possible!
Every parent knows the challenge of making it through cold & flu season. At One Health, we have everything you need to tackle the season: wellness tips, support, and most importantly, 24/7 on demand healthcare for when you (and your little ones) need it most.”
Key Insights
- Follow brand guidelines in order to strengthen recognition.
- Use topics that speak to and add value to target persona.
- Guide viewers through funnel steps naturally to increase conversions.
results
*As I did not have the budget to put ads in to practice, I was provided with data to analyze from my marketing course
138
Total Conversions
106.15%
Percent to Goal
3.52%
Meta Conversion Rate
263.90%
Meta ROI
Recommendations
Prioritize high performers
Focus on the campaigns that did well as they clearly resonated more with the target audience and had the best ROI (return on investment).
redistribute budget
Adjust budgetary funds away from low performing campaigns in favor of successful campaigns.
A/B test for optimization
As video ads performed best, run an A/B test to determine which video content will resonate best with target audience
retargeting ads
Target the audience that viewed and interacted with the ads but did not convert in an effort to increase overall conversions
final reflections
Having a clear, defined goal at the outset helps keep the focus. The goal helps define the strategy which in turn acts as a clear guide throughout the entire process.
Paid marketing requires trial and error. This applies not just to creatives but also the technical side of things. Advertising platforms each have their own rules around healthcare, and this requires some trial and error to find keywords that will be approved while still aligning with brand goals and tone.
For future projects, I plan to allocate time for adequate trial and error in order to find the best solution.
megan kalan 