Sharon Purvis Provider Magazine
Hydrogen Advertising knows how to creatively reach their desired market and get results. When the health care market was in need of new technology to address remote care during the COVID 19 pandemic, the Hydrogen team quickly understood their client’s opportunity to rebrand and generate awareness during this challenging time, and they hit a home run. Their client’s creative generated higher than average reader engagement across our audience.
Early 2020 posed some difficult challenges for Skilled Nursing Facilities. It was where the first known cases of COVID-19 in the U.S. were reported, with devastating casualties. The panic and fear that ensued and radiated from these facilities essentially put these facilities under lockdown. Medical staff were exhausted, and administrators were searching for ways to help staff while reducing unnecessary emergency room visits to already-overwhelmed local hospitals. At that time, Sound Telemedicine (STM) was in the early stages of launching a telemedicine solution targeted at Skilled Nursing Facilities as a safe way to provide virtual care on nights, weekends, and holidays to relieve over worked medical personnel while keeping residents safe and out of emergency rooms. While the product had never been more important, the target audience, care facility administrators, suddenly found themselves too busy to learn about, much less take a meeting on how Sound Telemedicine could help them during the pandemic and beyond.
Hydrogen brought to life a simple idea that was built on the notion that STM connects Skilled Nursing Facilities with board-certified physicians through a 24/7 telemedicine option. To stand out from the “sea of sameness” imagery of nurse, doctor and patient photography in the health care industry, we created a brand idea using a bridge to symbolize how STM connects nursing facilities to the resources and on-call staff that they need. To introduce this new brand and service, we utilized programmatic and print advertising for overall awareness. Once the administrators clicked on our banners, a home page banner takeover offered advice and downloads on how to deal with the shrinking number of residents.
Native, Display and Web banners, Print
Home page takeover CTR that performed 75% better than benchmark
$6K+ worth of bonus impressions
Programmatic CTR that performed 39% better than benchmark
Valuable customer insights on top performing facilities (employee size, job titles, sales volume, and years in business)