Privacy-Focused Patient Engagement
Nicklaus Children’s Hospital
Nicklaus Children's Hospital is a beloved, Miami-based pediatric hospital system, whose mission is "to inspire hope and promote lifelong health by providing the best care for every child.
The Challenge
New regulations now mandate more transparent and secure handling of protected health information (PHI), requiring healthcare marketers to ensure strict compliance. This has compelled Nicklaus Children’s Hospital to recalibrate its digital marketing strategies to maintain reach and presence while adhering to these guidelines.
Heightened privacy regulations restrict granular data collection, making it harder to obtain detailed insights. However, the Rise team leveraged available data to optimize performance, utilizing Connex®, our proprietary media optimization platform, to make informed decisions. Despite these challenges, Nicklaus Children’s Hospital aimed to drive new patient appointment requests, monitor analytics diligently, and strengthen their brand voice as a compassionate hospital system.
The Approach
We refreshed our cross-channel campaign for Nicklaus Children’s Hospital to adapt to all compliance regulations, including:
Strategic Creative Refresh
Despite new regulations, we restructured our approach to ensure a complete customer journey. Our strategy included a creative refresh focused on in-platform remarketing. First, we updated static ads to include motion to bring users further down the funnel. Then, we created custom videos tailored to various service institutes, incorporating animation to enhance engagement.
These strategic updates expanded our audience lists and gathered additional digital signals for retargeting. Comprehensive campaign analyses identified video as the most effective creative type, which we extended across other ad formats, ensuring a cohesive and engaging customer journey from start to finish.
Paid Search Strategy
We identified specific keywords for various service institutes to maximize our impression share, particularly for brain and orthopedic services. By refining our keyword selection and optimizing bid strategies, we were able to enhance ad relevance and attract a more targeted audience, driving increased engagement and conversions for these specialized service institutes.
SEO Optimization
Our approach to SEO optimization involved a comprehensive strategy that included enhancing metadata and refining page content. We performed detailed content and competitive gap analyses, studying competitor strategies to uncover opportunities for increasing traffic. This also entailed identifying areas for new content development and blog posts to address content gaps and enhance overall search engine visibility.
Creating a Healthier Future Together:
By focusing on strategic prospecting and video content, Nicklaus Children’s Hospital diversified its audience and gathered valuable digital signals for retargeting. This campaign refresh adhered to the latest data privacy regulations, ensuring user consent and data protection, and fostered meaningful connections with patients and families, promoting lifelong health within the community.