Seattle Children’s

The Seattle Children's Sports Medicine and Orthopedics campaign drove substantial traffic to the website using programmatic display, streaming audio, paid social, and paid search. The campaign impacted many parents to call or click online to schedule an appointment.

• Programmatic Display increased visits to the Ortho Clinics page. Clicks to call came from those same visitors and also included clicks to schedule an appointment.

• Streaming Audio reached a high number of unique individuals with a 98% completion rate. Audio was the last impression with numerous page users, and 66% of those users took action. :60 ads delivered during the Mom Podcasts saw high completion rates.

• Paid Search led to direct calls and page views to the Make an Appointment page. Overall the paid search creative approach resulted in CTR 69% higher than the benchmark, breaking the mold of healthcare advertising.

• Paid Social ad engagement had a CTR more than 3x the industry average for healthcare ads on Meta.

OPTIMIZATIONS 

:60 streaming audio spots accounted for 43% of the impressions with lower CPM and CPA than :15 spots due to the media buying teams' continual review and management of ad creative and placement during the campaign. 

Mid-campaign keywords were updated to narrow the audience age range, increasing CTR by 2x in the 2nd half of the campaign. 

Recommend future paid social campaigns launch with all creative versions. Utilize A/B testing for different image and copy variations to obtain greater insight into what resonates with most users.