Local Healthcare

Challenge: 

In 2023, a small local healthcare provider in Rhode Island set out to increase brand awareness for its quick and convenient STI testing service. Their goal was to reach sexually active singles and the gay male community within a limited radius around their two facilities. With modest budgets and a highly targeted audience, the campaign faced unique challenges in scale and reach.

Solution:

To move the audience from awareness to consideration to action, we developed a tailored full funnel campaign. Tactics included Addressable Targeted Pre-Roll Video, Geofencing around key locations such as bars, bathhouses, and community gathering spots, and App-Detection targeting on popular dating apps like Grindr, OKCupid, HER, Tinder, Lex, Hinge, Feeld, Adam4Adam, Bumble, Hornet, Scruff, and others. The strategy was further supported by Responsive Mobile Display scroll ad units and Search Engine marketing to capture intent and drive conversions.

Results:

Over the course of the 8-week campaign, Nexstar Advertising's campaign delivered 2,369 clicks to the clinic's website, 44 foot-traffic attributions (geofencing only), and 83,037 video completions, far exceeding the national average benchmarks for all tactics.

Nexstar Advertising’s campaign yielded

2,369 Clicks to the Website

83,037 Video Completions

44 In-Person Visits (from geofencing alone)