May 21 2015
Basis Technologies

#CentroInAction: A Shot of Adrenaline for your Digital Campaign


The famous author Anne Wilson Schaef once said, “Good health is not something we can buy. However, it can be an extremely valuable savings account.” Personal well-being is important, but how about the well-being of your digital dollars? An investment into a well-rounded media plan – one with a variety of buys, on a variety of platforms – that touches the right audience at the right time, will reap business benefits and advertising success. This was apparent with one of our clients, a national healthcare network.

Comprised of over 80 hospitals and 110 urgent care clinics nationwide, this healthcare network was looking to centralize its digital efforts across all hospitals and clinics in order to gain more insight into its various regions and service lines. In the past, there were services in place that allowed consumers to hold a timeslot at an ER or clinic – similar to a regular doctor’s appointment – at an in-network hospital. They could also complete the necessary forms online and later arrive for the slotted appointment time.

Historically, each hospital and care center acted independently to help clients schedule appointments for both routine and emergency care. Unfortunately, this method caused a tremendous amount of extra work and limited cross functional learning and insight into how the process could be streamlined and made more efficient. The healthcare network needed to find a way to drive consumers to its single-service portal instead of keeping its process separated.

The Centro team sprang into action like a digital triage unit. Due to Centro’s vast digital experience, we were able to help the healthcare network become more formally acquainted with the industry, as well as offer best practices for successful digital campaigns. The overall solution? Centro’s audience buying team purchased audiences primarily through Pandora and YouTube, targeting based on demographic, behavior, and interesting and relevant information, particularly targeted towards insured woman. Using hyperlocal targeting tactics available on Centro DSP, the team established geo-targeting parameters of ten mile ranges around each of the network’s participating hospitals. These focused on mobile and desktop devices that frequently used sites and apps for music, display, and video streaming.

The results were impressive. Over the flight time of the campaign, over 140 million impressions were delivered, accompanied by over 418,000 clicks – an impressive CTR of 3%. Overall, the campaign was a success, contributing to over 1,000 booked online appointments at the various participating hospital locations. The healthcare network also learned how to create a repeatable, scalable, and streamlined process for the planning and execution of its media campaigns and is excited to partner on more digital campaigns in the future.

At Centro, we offer a modern approach to digital media. With over 13 years and 100,000 campaigns to our name, we leverage advanced technology, proven tactics, and industry expertise to build campaigns around the channels and platforms that drive the greatest results for our client’s specific business needs. People and technology are at the heart of Centro, and are the essential parts in every #CentroInAction story.