Reaching boomers online
In addition to a unique message, the campaign is notable for its online advertising. Many organizations might shy away from placing online ads for a campaign targeting the 50+ demographic, but Roeder and her team placed the majority of the online ad budget with popular online radio site Pandora. Ads also went on Facebook because of its ability to target specific demographics and geographic areas.
"We understood that many [in our target audience] are plugged in out of necessity—to monitor, keep up with, or stay connected to kids or grandkids," Roeder says. "And, of course, many are hip to begin with."
"Consumers are online for everything—whether it be on their mobile device, tablet, computer, or now even Smart TV," says Gia Cruz, interactive manager with CerasoliStafford Media Management, the media buyer for Good Samaritan. "Display and mobile advertising are extremely important components to any hospital marketing campaign. Local news sites can be helpful in assisting clients and making campaigns as turn-key as possible."
Ad views and appointments
The online ads garnered click-through rates that were seven times the national average for healthcare campaigns. All in all, the campaign resulted in 968 landing page views in one day, with the average visitor spending nearly four minutes on the customized page.