NGHS asked their community for videos of their own patients ringing the bell to celebrate the end of cancer treatment. From those videos, they created ads meant for television, social media and YouTube. Their goal was to understand where their budget was best spent across the three channels.
As an expert in reporting and analytics, Full Media helped them launch their YouTube campaign and then compare statistics from all of their advertising channels. This enabled them to report success back to the program directors, while evaluating their marketing spend for the future.
We also focused on hard hitting patient generation strategies through Google Paid Search. More than 30k individuals search for cancer services every month in Georgia, representing a huge opportunity to get in front of patients right when they are seeking care.
We developed search ads for NGHS’ Oncology program and setup tracking to ensure that we could attribute new patient leads to our ads. Through our campaigns, we generated more than 300 unique phone calls or online appointment requests to the Oncology program in one year, averaging just $60 per lead.
Compared to industry benchmarks for the healthcare vertical, our cost per lead was $18 less than the industry average.