How To Fast-Track a Digital Campaign Launch
Could your health system launch a brand-new digital marketing campaign on four weeks’ notice?
When funding for a marketing campaign materialized in the fall of 2015, Lahey Health’s Specializing in You campaign was fast-tracked, with a mandate to be in market by October 1. “The first email I got from our [marketing and communications] team was on September 2,” says Toni-Lynn Hansen, Director of Interactive Communications.
The speed of deployment was noteworthy, but the campaign also represented a shift in focus for the marketing department. “Historically, the marketing campaigns for Lahey Health had very much been focused on brand awareness, because the system was so new,” says Hansen.
Lahey Health, in the Boston area, was formed in 2012 when Lahey Hospital & Medical Center merged with Northeast Health System. Winchester Hospital was added to the system in 2014.
Before Specializing in You, if you had asked anyone in Burlington, Massachusetts if they knew where the largest live liver donor transplant program in the country was, they would have been stumped. Little did they know that it was right in their own backyard.
But the quick-to-market campaign changed all that, generating some impressive results:
- 30,000 hits to Specializing in You landing page; 26,000 were new users
- 17 percent of overall site traffic on Lahey Health was driven by the campaign
- 34 pages per visit
- 9 million impressions from digital campaign
- 45,000 video views on YouTube
- 58 million impressions from non-digital campaign (TV, billboards)
For all the details on how Lahey Health pulled it off, read our full article now: Lahey Hospital & Medical Center Has the Country’s Largest Live Liver Donor Transplant Program. Who Knew?