Healthcare Case Studies
EXCEEDED INSTALL GOALS AND WON AD AGE AWARD FOR MEMBERS-ONLY APP
CHALLENGE
The American Dental Association was launching its re-imagined ADA Member App and tapped Spool and Effective to create and execute an all-encompassing launch strategy.
ACTION
We created a three-phased content takeover of ADA channels to reach members at launch. We developed specific campaigns highlighting benefits and download motivators.
Targeted ADA members across social media platforms, relevant trade publications and direct mail. Leveraged co-creators of the app and promoted incentives.
Conducted ongoing performance analysis and optimization to leverage best-performing channels and app features.
RESULTS
Exceeded goal for downloads
Won Ad Age 2023 Integrated Campaign of the Year - Healthcare Marketing Impact Award - Bronze
DROVE VISITS AT 1/2 OF THE COST PER VISIT GOAL FOR AMERICAN MEDICAL ASSOCIATION
CHALLENGE
Reach medical professionals to make them aware of the AMA Ed Hub and take immediate action to visit, register, take a quiz and earn CME credits
ACTION
Developed high performing registration campaign to achieve AMA business goals. Manage media and provide creative guidance, post copy and paid search copy for AMA Ed Hub, AMA STEPS, AMA BHI, AMA AHIS divisions.
SUCCESS
Drove 32k website visits (more than double the goal of 15k). Yielded over 5.9k conversions. AMA renewed and expanded the program.
ACHIEVED VISIT AND ENGAGEMENT GOALS FOR AMERICAN MEDICAL ASSOCIATION ED HUB
CHALLENGE
Drive visits and engagements on AMA Ed Hub
ACTION
Developed four campaigns Aug ’19 - Jan ’20 to target physicians by specialty area to educate about the benefits of the resources and CMEs available on the Ed Hub and drive traffic and engagements
SUCCESS
Delivered 6.2MM Impressions
46k Website Visits at a $1.98 CPV
18k Weighted Conversions at a $5.16 CPE
Identified performance insights to apply to future campaigns which doubled for 2020
PROGRAMMATIC INFLUENCER DRIVES 30% MARKET SHARE GROWTH FOR OMRON HOME HEALTHCARE PRODUCT
CHALLENGE
People with chronic pain are unaware that Omron TENS is an effective drug-free method to manage chronic pain.
Aleve and Icy Hot spend $40MM/yr. Stores push store brand products
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ACTION
Devised plan to educate, demonstrate how well it works, motivate purchase
Targeted people who are actively managing chronic pain with alternatives to medication (physical therapy, acupuncture, massage, pads and creams)
Delivered brand, influencer and professional messages to drive intent to purchase
Partnered with influencers to demonstrate the products’s efficacy and ease of use
SUCCESS
Influencer posts were 20x more efficient than product-focused posts on the brand's handle
Campaign grew market share 30%
Gained insights on drivers of performance
PRECISION AUDIENCE AND CONTEXTUAL TARGETING ACHIEVED AMA INSURANCE GOALS
CHALLENGE
Build brand awareness and brand strength to drive web traffic to appropriate landing pages with goal of quote, sale or re-contact opportunity
ACTION
Connect with physicians when they are actively engaged in research and discussion on managing their practice and personal finances
SUCCESS
Achieved Bonus impressions 3.6MM bonus impressions, a media value of $20,400
More than tripled average monthly page views (existing 5K/month + incremental 12K/month via banner ads)
Managed tracking/optimized conversions on 72 unique PDF downloads
Drove over 100 new member applications
PROGRAMMATIC PAID SOCIAL DROVE 34X ROI FOR BANFIELD PET HOSPITAL
CHALLENGE
Drive sales of pet skin health services on Banfield.com
ACTION
Developed performance-oriented plan on Facebook/Instagram
Targeted audiences interested in dog and cat ownership and in Banfield Pet Hospital
SUCCESS
Campaign was a huge success, drove 34x ROAS
Over 1.2MM impressions, 411k post engagements, 25k website visits and over 1.6k website visits.
