Case Study
Exceeding Sports Medicine Lead Goals with Cross-Channel Digital Strategy
Expertise:
Paid Media
Challenge
Penn Medicine set a goal of generating 400+ sports medicine leads through paid media campaigns. Achieving this required overcoming the challenge of a highly competitive and commoditized market across greater Philadelphia.
Solution
In addition to evergreen paid search campaigns, Fathom partnered with Penn Medicine to activate a robust set of digital tactics designed to engage individuals ages 25-44 likely to have sports-related injuries.
Covered 3 priority markets
50% of the budget went toward social (Meta and Reddit) based on this audience’s media consumption habits
20% of the budget went toward online video across YouTube and other outlets, allowing us to showcase patient testimonials and Penn’s sports sponsorships
30% of the budget supported programmatic display and native for additional reach
Outcomes
precision digital marketing helped Penn Medicine beat its lead target by 63%
The combination of highly-engaging digital tactics and focused paid search campaigns allowed:
The digital campaign delivered 5.7M impressions and 43k clicks
This was Penn’s first Reddit campaign, and it exceeded the platform’s healthcare CTR benchmarks by 24%
Creative that highlighted patient testimonials stood out on social and drove leads
Paid search conversion rates increased while digital tactics were live, especially in markets where awareness of Penn Medicine is lower
The combination of highly-engaging digital tactics and focused paid search campaigns allowed:
The digital campaign delivered 5.7M impressions and 43k clicks
This was Penn’s first Reddit campaign, and it exceeded the platform’s healthcare CTR benchmarks by 24%
Creative that highlighted patient testimonials stood out on social and drove leads
Paid search conversion rates increased while digital tactics were live, especially in markets where awareness of Penn Medicine is lower
