CASE STUDY

BEAVER DAM COMMUNITY HOSPITALS

It's Time to "Go There"

 

35%

month-over-month increase in visitors to the hospital

99%

of visitors to the campaign landing page were first-time users of bdch.com

SITUATION

What’s a hospital to do when it wants to raise the number of appointments for colonoscopies, a perceived real pain in the … well, you get the point.




SOLUTION

March is Colon Cancer Awareness Month, and Beaver Dam Community Hospital (BDCH) decided to seize the opportunity by running a bold campaign. 6AM developed three design executions to highlight, not shy away from, the trepidation and reluctance people experience when they need a colon examination. By putting the pain points (no pun intended) front and center, the design and headline disarmed the audience; the doctors were siding with the patients, while at the same time urging them to come in for an appointment. 

In additional to digital advertisements, 6AM designed outdoor billboards to reach our demographic of men and women over the age of 50 driving to and from work. All ads directed prospective patients to a landing page where they could call to schedule an appointment.




RESULTS

Based on the campaign, BDCH saw a 35% increase in visits as compared to the prior month. Over the course of the monthlong campaign, digital banner ads received 961,584 impressions and 1,926 clicks to the landing page on BDCH.com. According to Google Analytics, 99% of these hits were first-time visitors to BDCH.com who found the site through a banner ad on a desktop computer — a common device for someone in our targeted demo to use.

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