Challenges
How to drive footfall and search with pDOOH?
Equator, a digital transformation consultancy, were tasked with devising an integrated media campaign that demonstrated HCA's ability to deliver high-quality healthcare and provide instant access to walk-in private health services.
The aim of the campaign was to drive visits to HCA’s Urgent Care Centres (UCCs) by encouraging consumers to search for ‘HCA Urgent Care’ and visit a bespoke landing page.
Solution
Programmatic DOOH (pDOOH), display, and paid social channels were planned in tandem with messaging that highlighted the speed of HCA's urgent care services and the ability for patients to ‘be seen in 15’.
To ensure maximum efficiency, the pDOOH campaign only ran within a 1-mile radius of the UCC facilities and the campaign was optimised towards screens where footfall was above average.
To maximise the length of the campaign ads only ran during the opening hours of the nearest UCC. To gain deeper insight into the success of the pDOOH activity, Equator used an exclusive call to action that the paid search team could use to monitor uplift in search impressions.
The display and paid social channels targeted a slightly wider geographic area to reach audiences on the move. The same demographic and interest targeting was applied to all channels to increase campaign relevancy.
Results
16% uplift in UCC visits during pDOOH campaign (vs. target of 5%)
191% increase in paid search impressions from pDOOH-specific call to action
2 million combined reach - 15% above forecast
10.43% paid social engagement rate vs. benchmark of 1.5%