Best Health Care Integrated Ad Campaign

Avera McKennan Hospital and University Health Center, part of Avera Health in Sioux Falls, SD and their Web partner, Geonetric, created a targeted online marketing campaign for the behavioral health service line. The goal of the campaign was to establish the behavioral health center as a national provider, increase referrals to the center, and establish the center’s children and adolescents units as differentiators in the market.

The campaign targeted parents of children with specific mental health conditions, such as ADHD and severe depression, who would be willing to travel to receive the best care. Seven primary metro areas were targeted: Chicago, St. Louis, Kansas City, Des Moines, Milwaukee, Madison and Minneapolis.

Working together, Avera McKennan and Geonetric developed 12 flash ads and 20 text ads, along with new unique landing pages for each mental condition the campaign targeted. Geonetric deployed and managed the online campaign, working within Avera McKennan’s allotted budget to maximize the reach to the intended audience.

The two month campaign increased visitors, improved search engine position and identified important keywords. Overall the campaign accounted for more than 600,000 total ad impressions. The call center reported a call traffic increase of 62.48 percent. Seventeen states saw an increase in call traffic during the campaign, with 11 states having no previous call traffic.

Contributors:

Content Strategist, Geonetric:	Blayne Fielder
Content Strategist, Geonetric:	Angie Toomsen
Interface Designer, Geonetric:	Andrea Skeries
Director of Strategic Services, Geonetric:	Heather Rast
Business/Quality Analyst, Geonetric:	Penni West
Marketing Speicalist/Account Services, Avera McKennan:	Kristen Townsend
Senior Vice President, Strategic Marketing & Communications, Avera McKennan:	Michelle Lavallee
Executive Director, Avera McKennan Behavioral Health Services:	Steve Lindquist
Webmaster, Avera McKennan:	Jamey Zerr

GEONETRIC

Location: USA