The Hospital of St John & St Elizabeth was looking to expand its online presence through a display advertising campaign. As this was the hospital’s first display campaign they wanted to focus on four departments to test the channel and the creative.
The main objective was to drive traffic to the specific department sites and convert enquiries to appointments. network developed the creative proposition and recommended the client to develop a targeted display campaign using MPU’s, DMPU’s and mobile banners to ensure they had ‘complete device’ coverage. The creative tapped into the emotion and relief the hospital can provide for the issue the consumer may be experiencing.
The campaign is proving a success with the limited budget the hospital had for the test. Average CTR across the test departments and formats stands at 0.39%, above the benchmark 0.32% set. Thanks to this success the plan is now to develop ads for all departments and develop a retargeting campaign to grow the conversion rate.