Baylor Medicine
Diagnosing a better digital strategy
Baylor Medicine is a renowned healthcare system in the Greater Houston area, a city famous for being home to the largest, most-visited medical complex in the world, which employs over 100,000 employees and boasts roughly 10 million patient encounters annually.
Baylor Medicine struggled to stand out in a competitive field of providers, something made even more difficult by its confusingly similar sister institution, Baylor College of Medicine. Raising awareness of Baylor Medicine required that we focus on two critical tasks: creating memorability and communicating empathy. And conveying that message in the digital space took precision strategy and a deep understanding of how prospective patients think about their healthcare.
Leveraging an original, patient-focused campaign, “There’s every reason to choose Baylor Medicine,” our creative and strategy teams created a series of digital display ads promoting key focuses like primary care (general) and a host of medical specialties (specific), serving as reminders that picking the right medical care is both a personal and an essential decision. We then geo-targeted those ads around Houston to ensure the right message found the right audience.
After launch, Baylor Medicine saw increased site traffic to specialty landing pages and appointment requests. Compared to a traditional media campaign (i.e., billboards, magazine ads, etc.), a digital approach let us make real-time, informed updates to the messaging in response to emergent events like a worldwide pandemic, helping position Baylor Medicine as a compassionate partner in unprecedented times.
26%
increase in patient requests
92%
of paid social acquisitions are new users
39%
increase in cardiology appointments from paid social
Baylor Medicine struggled to stand out in a competitive field of providers, something made even more difficult by its confusingly similar sister institution, Baylor College of Medicine. Raising awareness of Baylor Medicine required that we focus on two critical tasks: creating memorability and communicating empathy. And conveying that message in the digital space took precision strategy and a deep understanding of how prospective patients think about their healthcare.
Leveraging an original, patient-focused campaign, “There’s every reason to choose Baylor Medicine,” our creative and strategy teams created a series of digital display ads promoting key focuses like primary care (general) and a host of medical specialties (specific), serving as reminders that picking the right medical care is both a personal and an essential decision. We then geo-targeted those ads around Houston to ensure the right message found the right audience.
After launch, Baylor Medicine saw increased site traffic to specialty landing pages and appointment requests. Compared to a traditional media campaign (i.e., billboards, magazine ads, etc.), a digital approach let us make real-time, informed updates to the messaging in response to emergent events like a worldwide pandemic, helping position Baylor Medicine as a compassionate partner in unprecedented times.
26%
increase in patient requests
92%
of paid social acquisitions are new users
39%
increase in cardiology appointments from paid social
