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CLIENT BACKGROUND AND CHALLENGE
Optum Care Washington, a division of Optum Healthcare, recently acquired several clinics in the Seattle, Washington area. The acquisition presented multiple challenges for Optum, including promoting their newly introduced virtual care services and integrating the acquired clinics under the Optum umbrella. Additionally, they faced difficulties running cohesive and unified campaigns, as their previous efforts were fragmented and lacked a holistic strategy.
Initially, Optum's primary goal in partnering with Symphonic Digital was to promote its virtual care services effectively. However, as the partnership progressed, the scope expanded to include broad general awareness of the Optum brand and the communication of the rebranding efforts of the newly acquired clinics.
Solutions
Implemented
Symphonic Digital developed a comprehensive, full-funnel, omni-channel campaign to address these challenges. The strategy evolved from a digital-only approach to encompass various digital and traditional media channels.
The digital strategy included paid search, paid social, programmatic display, and SEO, ensuring a robust online presence and targeted outreach. Simultaneously, traditional media channels such as radio, out-of-home advertising, transit placements, connected TV (CTV), and addressable cable were incorporated to create a well-rounded media mix. We took a two-pronged approach to reach patients and customers in a cord-cutting world - by appealing to younger viewers via CTV and an older demo via addressable cable.
A vital component of the solution was the creation of a custom omni-channel reporting dashboard. This dashboard was tailored to the client's needs, providing real-time performance data and allowing Optum Care Washington to easily report and share performance metrics with their management team.
In collaboration with Hero Marketing, who developed and executed the creative strategy, Symphonic Digital worked closely with Optum’s multiple stakeholders to deliver multi-flight and always-on campaigns. This approach included customizing reporting to match the client's budget, organizational, and stakeholder requirements and adapting strategies based on real-time performance data.
Results Achieved
148.3M
1,300+
77%
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CLIENT FEEDBACK
“Symphonic Digital exceeded all planned metrics, prompting us to begin planning next year’s campaigns immediately. Our perception of our marketing challenges and Symphonic Digital’s capabilities has shifted significantly. We now see Symphonic Digital as a strategic partner capable of addressing marketing challenges across the entire funnel.”
Lessons Learned and Future Plans
Precision Targeting:
The Virtual Care campaign’s success with Lookalike audiences demonstrated the importance of precise audience segmentation, resulting in high engagement and efficient ad spend.
Senior Audience Engagement:
The General Awareness campaign effectively reached the 65+ demographic, achieving a low CPM and high CTR. This underscores the value of tailored messaging in engaging older audiences, a critical segment for healthcare providers.
Behavioral Targeting:
Digital display ads, leveraging behavioral targeting, significantly exceeded industry benchmarks. This highlights the importance of understanding and utilizing user interests in health and wellness to drive meaningful interactions.
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