Integrated Healthcare Marketing Campaign
HenkinSchultz submits the following media samples from our partnership with Orthopedic Institute, demonstrating integrated healthcare marketing across multiple channels with measurable impact.
Television
Example 1: Sports Medicine Campaign
Creative Strategy: High-energy creative highlighting athlete returning to sport. Focused on speed of access and specialized care.
Target Audience: Student athletes, parents, and active adults.
Impact: Increased website traffic to sports medicine landing pages and measurable growth in online appointment requests.
Radio
Creative Strategy: Conversational tone emphasizing accessibility, walk-in appointments, and physician expertise.
Target Audience: Rural patients within a 75-mile radius of a walk-in location.
Impact: Consistent call tracking increases during radio flighting periods and strong top-of-funnel awareness reinforcement.
Example 1: Community Health Publications
Creative Strategy: Educational storytelling with patient testimonials.
Target Audience: Healthcare decision-makers and families.
Impact: Increased trust perception and follow-up web traffic from print-specific vanity URLs.
Social Media
Example 1: Paid Service-Line Campaign (Meta)
Creative Strategy: Educational carousel ads with clear benefit-driven messaging.
Target Audience: Adults 35–65 within targeted ZIP codes.
Impact: Strong click-through rates above healthcare benchmarks and consistent landing page engagement.
Example 2: Physician Video Series
Creative Strategy: Short-form physician introductions building trust and approachability.
Target Audience: Prospective patients researching providers.
Impact: Increased time on site and improved provider profile views.
Digital (Display, Search, OTT)
Example 1: Paid Search Campaign
Creative Strategy: Intent-driven keyword targeting aligned with high-value procedures.
Target Audience: Users actively searching for orthopedic services.
Impact: Efficient cost-per-click performance and measurable growth in online appointment conversions.
Educational Materials
Example 1: In-Clinic Posters
Creative Strategy: Simplified medical messaging explaining additional services.
Target Audience: Existing patients and caregivers.
Impact: Improved patient cross selling and increased follow-up appointment scheduling.
Creative Strategy: Patient-friendly language translating complex medical information into accessible education.
Target Audience: Surgical candidates and families.
Impact: Enhanced patient understanding and reduced pre-procedure inquiries.
Out-of-Home
Creative Strategy: Bold, benefit-driven headlines with simple calls to action.
Target Audience: Commuters across high traffic city locations.
Impact: Increased brand recall and measurable lift in branded search queries.
