• by Les Luchter , October 22, 2024

SimplePractice, a 12-year-old management platform serving more than 200,000 private practice healthcare providers, is running its largest campaign ever in support of a recent brand update.

The initiative features two videos running as paid ads on such platforms as Instagram and Facebook, and via the brand’s ongoing Google Performance Max media.

Created by Avocados and Coconuts, a :90 spot titled “Help On” targets SimplePractice’s therapist-heavy user base with slice-of-life vignettes showing how the product frees up time for practitioners. One meditates and relaxes between appointments (“keep your ‘me time’ sacred with out of office blocks”), for example, while another is shown in a kitchen with coffee brewing and toast popping as he watches a group therapy session on a screen.

A separate :45 spot, titled “Prescribe On,” takes a more serious tone as it targets psychiatrists in particular. “Now, the most important parts of your job are also the simplest,” a voiceover says, as the video highlights such product features as “ePrescribe,” streamlined notes and documentation, and easier invoicing and payments.

The campaign, running through year’s end, also includes videos in other lengths, in-app messages, social posts and emails, Evelyn Borgatta, SimplePractice’s head of brand and integrated marketing, tells Marketing Daily.

She says the campaign’s main goal is to “get existing customers to upgrade to our top-tier plan” and to drive adoption for that plan’s feature of group appointments and telehealth. (SimplePractice’s monthly plans range from $29 to $99. based on features included).

SimplePractice also hopes to improve existing customer sentiment toward that top-tier plan, she says, which can be measured by a decrease in churn rate.

“Lastly, we want to positively impact our acquisition of new customers,” she adds, with that goal being measured by an increase in sign-ups to the brand’s 30-day free trial.