Beta Testing Digital Health Engagement in a New Market
Ochsner Digital Medicine is a nationally recognized, clinically proven program that helps members manage chronic conditions from home with innovative digital devices, real-time monitoring, and connection to a dedicated care team.
Hoping to build upon the brand awareness promoted by phase one of its campaign, which engaged employers and health insurance providers, Ochsner Health sought to expand its digital health solutions into a new market where there was no existing brand recognition.
The health system needed to learn more about its new potential patients and consumers and determine what name, design concepts, and key benefits would resonate most with them before launching into a larger sales push. Ochsner turned to its longtime creative partner, Lightstream, based on our extensive experience developing phase one assets for this digital health campaign.
Lightstream crafted two complete sets of creative digital assets to be tested over eight weeks, and the audience preferences identified offered Ochsner insights into the best way to proceed.
Differentiating Look, Feel, and Tone of Voice
With a concurrent timeline of eight weeks and equal spend, Ochsner Health wanted to gauge both performance by product in clicks and paid social performance.
The Lightstream team built out two complete sets of assets, each with a different product name, design concept, tone of voice, and benefits focus.
These assets included:
- Microsites that all digital content would drive to
- Social media, including Facebook and Instagram stories
- Static and animated digital ads
No Strong Preference, But Still a Starting Point
After eight weeks, no strong preference between the distinct sets of assets was detected, but asset-specific preferences were identified.
Ochsner Health learned which featured health solutions performed better in digital ads and which social media set drove site traffic at a lower cost-per-click.
This information allowed the client to refine and finalize a digital campaign more likely to succeed in this new market.
A Happy Repeat Customer
“We certainly enjoy working with the Lightstream team and appreciate your partnership on so many important Ochsner projects. We could not do it without you.” – Cheryl Jackson, AVP Brand Marketing, Ochsner Health
Let Us Help You Make Your Mark in New Markets
Other marketing or advertising agencies may have one or two healthcare clients, but we have dozens. Every day, we work with healthcare clients across the nation, so we know your goals, your challenges, and what strategies produce results.
Ready to learn how we can help you grow your service line volume, attract new patients and physicians, strengthen employee communications, provide wellness education, and enhance your brand’s value? Contact LIGHTSTREAM to tell us a little about your hospital or healthcare system’s needs and goals.
