In order to ensure visibility for the clinics amongst the target audiences we initiated programmatic Display and video/OTT advertising by utilizing first party data audiences.
These audiences are collected by aggregating publicly available data and previous advertising interactions and tying them back to devices that are present at the household level. No PII is collected or exposed throughout this process. It is HIPAA compliant.
Targeting layers include all devices within a household:
The targeting strategy allowed for a frequency increase of 15 additional ads per campaign per device in these desired households.
Website traffic increased 143% during these flights and clicks to schedule appointments for vaccinations increased 100%.
Once the flight ended, appointments among Spanish speaking audiences decreased by 85% and organic search appointments also dropped by 50%.