EXECUTIVE SNAPSHOT
Client: WellSpan Health – 8‑hospital regional system serving Central Pennsylvania
Engagement: Full‑funnel media partnership
- Headline Outcomes
+4% screening mammograms (goal: +3%)
+30% surgical consults (goal: +12%)
+31% patient call conversions from search marketing YoY
The Challenge
Hospital CMOs are expected to grow high‑margin service lines while defending shrinking budgets. WellSpan needed measurable volume lifts in Women’s Imaging and Cardiovascular Surgery without adding internal headcount.
Our PAIR Framework
Prepare
Conducted deep market, audience & media‑consumption analysis to align tactics with community health behaviors.
Allocation
Built channel‑agnostic plans (TV, CTV, YouTube, social, SEM, OOH) and right‑sized budgets by service‑area population and CPM/CPA benchmarks.
Implementation
Re‑engineered SEM builds, negotiated media, and launched real‑time dashboards for transparent KPI tracking.
Return On Investment
Clients see measurable impact: 28% less wasted spend, 35% stronger ROI, and consistent growth from campaigns optimized in real time.
+4% screening mammograms (goal: +3%)
+30% surgical consults (goal: +12%)
+31% patient call conversions from search marketing YoY
What Moved the Needle
70% of impressions delivered in top‑converting ZIP codes.
Smart‑bidding, keyword clustering, and day‑parting made SEM the #1 driver of patient calls.
Re‑engineered SEM builds, negotiated media, and launched real‑time dashboards.
Why Hospital CMOs Should Care
Service-Line Growth
Hard volume lifts, not vanity metrics, across imaging and surgery
Budget Accountability
Every dollar tied to patient starts and visualized in live dashboards.
Data Governance/Privacy
HIPAA-compliant dashboards and MMM tools
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