Opportunity
This client has the unique position of offering IV Sedation for people afraid of having dental work. Patients come from a 45-mile radius for treatment. Despite this large marketing area and increased advertising budgets YOY, new patients had been flat for over two years.
Strategy Approach
Analyze the past media agency’s use of media mix, distribution of dollars, media vendor rates and contracts, target audience reach and frequency and cost-per-new patient data. Analysis revealed advertising dollars were not being distributed according to the lead data (radio and TV budgets equal while TV was generating 1.5x the number of new patients) and frequency of advertising was at less than effective levels. Also, digital media vendors were charging 30%+ commissions. Media plan was developed to right these strategic and efficiency wrongs.
Execution
The new media plan provided lower media costs, higher target audience reach and frequency (more advertising impressions), and improved digital effort. Also, $45,000 in fees was reinvested in working media, allowing new media such as Pandora, YouTube, Facebook and direct marketing to be tested for new patient generation.
Results
In the first year of Fusion Media as media agency of record, new patients increased 6.4%, patient revenue increased 19.2% and leads from advertising increased 32.2%.