Radiology Associates of Hartford Calcium Score GeoFencing Campaign
Radiology Associates of Hartford (RAH) wanted to promote their coronary calcium score (heart scan) test directly to patients and their physicians with a low-cost digital marketing campaign. Based on its success with other medical services, Armada recommended a location-based advertising campaign primarily using a form of location-based advertising called GeoFencing.
GeoFencing works by placing a digital “fence” around a specific location the client wishes to target – a medical office building, a hospital, a business or an individual residence or neighborhood. When individuals within these locations access apps on their smart phone or tablet, digital ads appear in-app, with a link to a specific landing page. The ads may be continuously re-served to these same devices long after the individual has left the targeted location.
During the campaign, 50,774 ad impressions were served to mobile devices. The first phase campaign achieved 25,762 impressions and resulted in 67 clicks for a .26 click-through rate (CTR). After adjustments, the second phase achieved 25,012 impressions and 126 clicks for a .5% CTR.
To evaluate actual end results, a direct comparison of test volume was made to the same period the previous year. Volumes jumped from 56 scans to 173 scans, an increase of more than 300%. More impressively, the campaign generated a direct return on investment of over 3,000%.