Driving Growth, Awareness, and Engagement for LGBTQ+ Healthcare Services
Client Business and Marketing Goal
The client, a healthcare facility serving LGBTQ+ populations in Northeast Georgia, sought to bolster its general branding and awareness while concurrently increasing website traffic. Of key importance was the promotion of testing and prevention services for HIV/STIs, including facilitating appointments for PrEP and PeP.
One of the key challenges encountered revolved around crafting messaging that effectively communicated the importance of STI/HIV testing and prevention and also did so in a sensitive manner. It was imperative to ensure inclusivity in messaging while navigating potential stigmas associated with such services.
CMG team crafted a multifaceted approach, employing email marketing through
Site Impact as a primary tactic. This was complemented by the strategic use of
social media for retargeting and creating look-alike audiences. Interest-based
qualifiers, such as Netflix show viewership, were utilized for precise audience
budget for CMG solutions was $5,000 per month.
Success was gauged through various metrics, including:
- Link clicks to the client's website
- Year-over-year comparisons of HIV testing numbers
- Overall amplification of market awareness.
CMG's efforts yielded remarkable results During the campaign spanning from July to December 2023.
generated an impressive 1.1 million social media impressions,
effectively widening the reach of the client's message.
the initiative drove 22,700 link clicks to the client's websites,
surpassing established benchmarks with an impressive 1.94% click-through rate
there was a substantial 50% year-over-year increase in HIV testing numbers,
with 5,900 tests conducted in 2023.
CMG played a pivotal role in facilitating the sell-out of the client's annual
benefit show through strategically devised social media and display campaigns.
ConclusionThis case study illustrates CMG Health Marketing's resourcefulness and efficacy in driving growth, awareness, and community engagement for healthcare facilities, including those catering to marginalized populations.
strategic campaigns and leveraging innovative client acquisition strategies,
CMG significantly enhanced brand visibility while substantially growing
appointment volume and revenue for the healthcare organization.
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