Johns Hopkins Medicine needed to drive referrals to their newly acquired hospitals and clinics in the DC area. Although the brand is nationally known, there was little awareness of its presence locally.
Our goal became to get in front of information seekers online with a behavior-dependent message serving structure, and to create a lead funnel that would allow for real-time analysis.
We employed a sequential mix of animated pre-roll and display banners, mobile ads and SEM to drive qualified leads to a microsite.
Over the course of the campaign, leads increased 12% per month while cost per lead decreased 79%.