Case Study
Increasing Appointment Volume with Streaming Audio at UCLA Health
driving lower funnel healthcare marketing results from Pandora
THE OUTCOME
Improved patient engagement and appointment volume
+2,800
unique appointment requests
unique appointment requests
4X
more efficient than comparable channels
more efficient than comparable channels
86%
lower cost-per-appointment request than competitors for the Colorectal campaign
lower cost-per-appointment request than competitors for the Colorectal campaign
73%
lower cost-per-appointment for the Pandora Pediatric campaign
lower cost-per-appointment for the Pandora Pediatric campaign
+2,800
unique appointment requests
unique appointment requests
4X
more efficient than comparable channels
more efficient than comparable channels
86%
lower cost-per-appointment request than competitors for the Colorectal campaign
lower cost-per-appointment request than competitors for the Colorectal campaign
73%
lower cost-per-appointment for the Pandora Pediatric campaign
lower cost-per-appointment for the Pandora Pediatric campaign
MEET OUR CLIENT
UCLA Health
Based in Los Angeles, California, UCLA Health is among the most comprehensive and advanced health care systems in the world, serving more than 670,000 unique patients per year. UCLA Health hospitals ranked first in California and third nationally in the most recent US News & World Report evaluation.
The Challenge
Pandemic led to a decline in UCLA Health appointments in spring/summer 2020
THE APPROACH
reach healthcare-active audience at scale
Milestone
Campaign Activation
Began patient acquisition marketing on SXM Media's platform Pandora in fall 2020. The goal was to grow patient volume across primary care, pediatric care, and colorectal cancer screenings—three service lines hit particularly hard by the pandemic. Among many reasons, we decided to pilot Pandora given the ability to reach a healthcare-active audience at scale, through a medium that is proven to positively impact one’s health—audio.
Key Development
Strategic Targeting
As we scaled campaigns, we tapped into Pandora’s 1st party demo targeting, 3rd party audiences, and diversified ad product solutions including audio, display, and video. Campaigns targeted Adults 25+ (primary care), Women 21-44 (pediatrics), and Adults 45+ (colorectal) who are registered listeners in specific zip codes and/or counties in California for accurate geolocation targeting.
Key Development
Audience Segmentation
3rd party segments such as health insurance owners, parents of young children, and HIPAA-compliant colorectal targeting (via Crossix) were added to the campaign to reach those most likely in need of UCLA Health’s primary care, pediatric, and colorectal doctors.
Marketers are expected to drive revenue, and in healthcare, that means increasing patient volume. Tapping into Pandora’s targeted, captive audiences allowed us to do just that for UCLA Health—and at a much more efficient cost than comparable channels.
THE OUTCOMES
significant, efficient appointment volume
The personalized approach delivered via Pandora has certainly paid off.
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The personalized approach delivered via Pandora has certainly paid off.
+2,800
unique appointment requests
unique appointment requests
4X
more efficient than comparable channels
more efficient than comparable channels
86%
lower cost-per-appointment request than competitors for the Colorectal campaign
lower cost-per-appointment request than competitors for the Colorectal campaign
73%
lower cost-per-appointment for the Pandora Pediatric campaign
lower cost-per-appointment for the Pandora Pediatric campaign
51%
lower cost-per-appointment for the Pandora Primary Care campaign
lower cost-per-appointment for the Pandora Primary Care campaign
The results we’ve achieved for UCLA Health with SXM Media clearly demonstrate that streaming audio should be a part of every enterprise marketer’s media mix. If you’re not investing in this channel, and in particular with SXM Media, you’re leaving revenue on the table.
