Data-Driven Approach to Media Planning for WellSpan Health’s Breast Cancer Initiatives Delivers Cost-Effective Precision Marketing
Thorough research identified target audiences and pinpointed their media of choice.
// By Brian Griffin //
Last year, Central Pennsylvania-based WellSpan Health established two major goals to combat breast cancer and strengthen the health system’s market position: 1) heighten awareness of breast care services, and 2) increase mammography screenings.
These relatively common goals for health care organizations are often supported by the same time-worn tactics that marketers have used for years to reach women, such as mass media advertising.
WellSpan, however, decided to chart a more innovative course. They partnered with SPM Marketing & Communications to implement a data-driven marketing initiative designed to:
- Better inform MarCom planning
- More precisely target key audiences
- Achieve greater cost efficiency in media buying.
“Those factors were tremendously important because we’re located in a highly competitive market with health systems anchored by nationally known academic medical centers,” says Andrea Becker, WellSpan Health’s senior director of marketing. “We needed an approach that would help us make the most of the dollars we allocated.”
Read on to learn more about how WellSpan teamed up with SPM to develop a MarCom plan and media strategy that delivered strong results.