Specialized Media: Planning, Buying, Analysis and Optimization

A provider of healthcare solutions to health systems and group practices — telehealth, medical imaging, information management, HIE and mobile health. Alongside an in-house media team focused on general opportunities, they needed specialized support planning, executing and optimizing online marketing for healthcare IT, in support of MQL goals.

A generalist in-house media team and specialist MQL targets — they needed healthcare-IT media expertise layered on top.

We evaluated the client's solutions and decision-making audiences, relevant industry events and timing, and target publications and editorial calendars. From there we recommended and executed an integrated plan that optimized reach and response while limiting redundancy. Beyond traditional metrics like impressions and clicks, custom tracking was applied to online media programs and assets — letting us monitor performance in real time, optimize and reallocate resources to hit MQL goals.

Real-time performance monitoring with custom tracking enabled continuous optimization and resource reallocation toward the MQL goals.