communications Case Study
Enhancing Ad Tracking to Get the Most Out of Your Campaign
The Client's Situation
Our client, a large health system, was launching a new ad campaign in 10 US markets, which crossed multiple media channels, from TV to billboards to online.
Our client approached Phoenix looking for help measuring the campaign’s effectiveness.
Approach + Solution
In addition, we used our core ad and brand tracking platform, PatientView™, to evaluate the ongoing recall and impact of the ad campaign in both the test markets as well as several control markets for comparison. These analytics helped identify how much each media channel contributed to bringing in new patients in each of the 10 test markets.
The analysis showed that three of the markets had high potential to generate incremental patient registrations with additional investment given higher receptivity to the campaign. Further, billboards performed particularly well in several of the markets, and the ROI simulations pointed to increased spending in some but not all markets. Television proved important early in the campaign, but the tracking analysis showed diminishing returns after about six months in most markets; we recommended pulling the ads at that point.