Tampa General Hospital | Virtual Care
Educating consumers about a brand new way to visit the doctor.
As the first-in-market to launch virtual doctor visits, Tampa General Hospital, needed to both educate consumers about this new way to access healthcare and drive enrollments and visits.
A marriage of awareness-building traditional media and highly targeted digital to significantly surpass goals
Achieved 10x expected visits
Awareness building mass channels like TV, radio and newspaper built awareness while targeted digital media activated consumers by targeting the right consumers based on search history, past content consumption and visits to retail health clinics. This unique approach allowed us to serve ads to the ideal person on the right platform. Social advertising rounded out the digital effort with unique assets including carousel ads that allowed us to demonstrate the benefits of the new platform.
As with all campaigns, we instituted a robust monitoring and measurement program tracking virtually each aspect of our program. For TGH’s Virtual Care campaign we significantly exceeded goals on all measures: 56,377 clicks on digital media outpaced plan by nearly 9,000, Views on digital video were nearly 100,000 over plan, 3,764 patients enrolled, 10 times the expected outcome, More than 750 virtual visits were completed in the campaign timeframe