Boosting Growth With Programmatic Advertising

A large healthcare system needed to increase patient leads, encounters, and revenue across multiple specialties while improving cost efficiency and scaling operations in a highly competitive healthcare market.

GRADIANT conducted an in-depth analysis of the healthcare system’s current digital presence and market position. Together, the hospital and GRADIANT identified KPIs and set clear goals for patient encounters, lead generation, and revenue growth across specialties. The team applied institutional learning from past campaigns and assessed various digital strategies’ potential, and based on their findings, GRADIANT developed a tailored multichannel strategy. The team created a system-forward messaging approach to unify the healthcare system’s brand across all facilities; planned a combination of SEM, display, and social media campaigns; designed AI-driven optimization processes and branding and geotargeting strategies; developed plans to leverage third-party data segments and look-alike audiences; and focused on key specialties including bariatrics, orthopedics, and cardiology. GRADIANT implemented dynamic ads and real-time programmatic optimization, regularly monitored campaign performance across all channels, continually refined targeting and messaging based on data insights, and scaled successful tactics across specialties while adjusting underperforming elements.

Our collaborative efforts yielded impressive results. Overall patient encounters across hospital specialties increased by 145%, more than doubling year over year. Leads grew by 7% across all hospital specialties, with notable increases in key areas: 27% for bariatrics, 24% for orthopedics, and 10% for cardiology. Most significantly, the campaign drove a 17% boost in net patient revenue, directly impacting the healthcare system’s bottom line. These outcomes clearly demonstrate the digital marketing campaign’s success in driving patient engagement and business growth.