MediaPost Publications - The MediaPost Cases

What worked? How did it work? What did we learn?

The MediaPost Cases focus these three key questions on some of the best examples of successful marketing across channels and segment. These cases explore how brands defined their marketing challenge, conceived, executed and course corrected their solution, and measured results.

Drawing from MediaPost’s live events, awards programs and reporting, MediaPost Cases cut across all of the channels and industry segments we cover. Whether you are looking for what the auto sector is doing in ecommerce or how DTC brands make digital video accountable or other fresh insights, you will find lessons and inspiration from this library of more than 250 cases.

You can search the library by keyword or via the filtering tools here. Paid members of the Center for Marketing and Media Research (CMMR) get access to the full library, which is refreshed weekly with new case studies. Select cases are available for individual purchase as well.

18 Case(s) matching "health" (Show Featured Cases)

Where Were You in '82?: Fostering Creativity in Healthcare Marketing

While creativity and healthcare may seem like an unlikely pair, here's how a little strategic planning, thinking outside the box, and even a little fun, can help your campaigns stand out in a crowded market. WestDerm's Senior Marketing Manager of Content Strategy, Veronica Clay, shares how their innovative approach to raising skin cancer awareness tugged at the evolving attitudes towards health, sun, and fun. Along the way, they illustrate how healthcare messaging can move beyond expert advice and get consumers to personalize it with their own memory, life, and health histories.
FREE FOR CMMR MEMBERS
Tags: campaigns, health, health care, innovation, messaging, personalization, planning, strategy
Nurx and the Lessons of DTC Brand Building From TikTok to TV, the fast growing telehealth brand is a case study of how healthcare marketing can test and learn across a wide range of channels to build and evolve a brand from a cold start. Nurx's Head of Growth Marketing, Nico Bryant-Aguilar, explores how the company erects a marketing flywheel grounded in patient feedback and fueled by data sources that not only drive creative but direct product development.
FREE FOR CMMR MEMBERS
Tags: brand marketing, branding, data, health, marketing, marketing/branding/advertising
Patient-Centered Creative Thinking more like a patient than a clinician opens a marketer's imagination to more engaging ways of depicting the healthcare experience. Few brands have been more entertaining and unconventional in focusing their patient outreach than Rodeo Dental. By focusing on outcomes and experiences, deploying jazzy editing and graphics, and shifting media spending away from TV and into social and search channels, Rodeo did more than grow brand and patient acquisitions. Rodeo Dental's Director of Growth Marketing, Dr. Richard Ly, shares how they were better able to measure the impact of their media spend and improve patients' relationship with the brand.
FREE FOR CMMR MEMBERS
Tags: brand marketing, branding, creative, engagement, health, health care, marketing, media, media planning, search, spending
Broadcasting Providence: Podcasting as a Business Strategy Why simply drop a podcast when you can build an audio media network with sponsors, a web of social influencers, and a range of discreet shows? Providence St. Joseph Health's VP of Community Engagement, Clinical and Patient Communication, Mary Renouf, discuss's how their Providence Future of Health podcast series has become a main driver not only of brand awareness and patient acquisition but the core of its educational mission, a new revenue stream and even a source of staff retention and recruitment.
FREE FOR CMMR MEMBERS
Tags: acquisition, audio, awareness, brand marketing, health, health care, media, networking, podcast, revenue, social networking, sponsorship
Building the Post-COVID Social Listening Post To better serve patient and customer needs, GSK needed to move beyond measuring simple social metrics like engagement. It needed genuine social intelligence and analytics that could deepen the brand's understanding of how and why people needed and engaged with their brands. GSK's Analytics Manager, US & North American Social Intelligence Lead, Danny Gardner, explains how the company brought this capability in-house, set up analytics that matter, and then democratized that insight so individual brand managers could use it.
FREE FOR CMMR MEMBERS
Tags: analytics, brand marketing, brands, customer service, engagement, health, media measurement, metrics, pharma, social media, social networking
Going Geo: Precision Targeting The Video Story Reaching the right audiences, in the right places, at the right time, during a global pandemic can be challenging. Cancer Treatment Centers of America (CTCA) reached prospective patients through a targeted OTT/CTV campaign that informed patients of nearby facilities available for treatment, resulting in a CPC of 60% lower than the cross-channel average.
FREE FOR CMMR MEMBERS
Tags: ad targeting, audience targeting, behavioral targeting, connected tv, cpc, cross-channel, cross-device targeting, ctv, geotargeting, health, health care, ott
Extreme Personalization Timing is everything...especially in personalized messaging. Ochsner Health leverages real-time email responses to patients' online and offline behavioral triggers to build genuinely conversational experiences and keep their members healthier. What can brand marketers learn about customer journeys from the way a major hospital network treats patients? It's all about letting the user drive the conversation, not technology or marketing.
FREE FOR CMMR MEMBERS
Tags: brand marketing, branded content, consumer experience, customer experience, email, health, health and fitness, personalization
National Safety Council Focuses On Opioid Epidemic At the heart of the program was a memorial wall to the victims of the opioid crisis, a data visualization comprised of 22,000 pills carved with the real faces of people who had died.
FREE FOR CMMR MEMBERS
Tags: awards, awareness, health, health care
Jack Link's Beefs Up Media Buys; Awareness Jumps CMO Tom Dixon noted at MediaPost's Brand Insider Summit: "We had low household penetration and low buy rates -- but otherwise, it was perfect."
FREE FOR CMMR MEMBERS
Tags: awareness, conversion cycle, cpg, digital, digital-out-of-home, food, geotargeting, health, media buying, mobile, mobile programmatic, mpbiscpg, out-of-home, sales, social media, video, web sites
'Black-ish' Star Takes On Health Issue That's In His Blood "The sugars" is a well-known enemy, with African Americans almost twice as likely to be diagnosed with diabetes as non-Hispanic whites. An issue of this nature was a clear target for Anthony Anderson, star of the ABC sitcom "Black-ish" and a diabetic himself.
FREE FOR CMMR MEMBERS
Tags: branded entertainment, campaigns, content, crm, health, health care, influencer marketing, pharma
Crest's 'Chompers' Keeps Kids Attuned To Brushing Gimlet Media partnered with Crest Kids to create a brushing audio companion that entertains kids every morning and night, over the course of exactly two minutes.
FREE FOR CMMR MEMBERS
Tags: audio, entertainment, health, kids 6-11, music, podcasts, streaming
Medical Testing Device Lets Users Do The Selling Offering a more in-depth look into the life of a diabetic, a film was embedded into a custom article online to show how the device enables them to live more normal lives without constant finger-pricking.
FREE FOR CMMR MEMBERS
Tags: audio, crm, data, data management, data-targeting, display, film, health, health care, lead generation, media, newspapers, online, online publishing, paid media, pre-roll, social media
O'Keeffe's Creates Weather-triggered Media Plan With a slashed media budget for the key season - 22% smaller than the previous year - every dollar needed to work harder and smarter. But first, the brand needed to define "cold."
FREE FOR CMMR MEMBERS
Tags: broadcasting, cable tv, cpg, data, data-targeting, digital-out-of-home, geotargeting, health, media planning, out-of-home, partnership, real-time, technology
Dexcom Goes Native For Diabetes Tool Message The effort focused on people with type 1 and type 2 diabetes and readers of "The New York Times" Technology and Health sections and its Facebook newsfeed.
FREE FOR CMMR MEMBERS
Tags: apps, health, health care, mobile, native advertising, new york, newspapers, social media, technology, video
Shazam! Canine Q Gets Message To Veterinarians Instead of serving up communications laden with complicated bullet points, it created Shazam-enabled print ads and challenged veterinarians to test their OA knowledge with a quirky quiz show.
FREE FOR CMMR MEMBERS
Tags: digital, engagement, entertainment, health, health care, pets, print, technology
End-to-End Personalization: The Farmer's Dog The Farmer's Dog knows a great deal about each individual dog and can capitalize on that knowledge by suggesting subscriptions, and it can use relevant messaging even to those who haven't subscribed.
FREE FOR CMMR MEMBERS
Tags: brand marketing, cpg, customer experience, customer relations, customer service, data, data management, data mining, data-targeting, digital, digital marketing, food, health, personalization, pets, sms, start-ups, text
How Authenticity And Wit Hit A Nerve, Solved A Crisis For Highmark Health "It wasn't just 30 TV commercials, it was also on the news ticker on the morning news, on radio, a ton of digital - every aspect we could do," says Cindy Donohoe.
FREE FOR CMMR MEMBERS
Tags: ad campaign, awards, awareness, digital, education, health, loyalty, out-of-home, radio, social media, social networks, television, video
Wingstop Sees High Response, ROI, Sales In 4/20 Campaign On Hulu, they ran four 15-second units across a program, each one trippier than the last to turn up the crave, and extended the High-atus across online video using re-targeting.
FREE FOR CMMR MEMBERS
Tags: awards, branded content, cable tv, cannabis, cinema, health, holiday, omma, restaurants, retargeting, sales, social media

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