Case Study

Increasing Appointment Volume with Streaming Audio at UCLA Health

driving lower funnel healthcare marketing results from Pandora

Expertise:

Paid Media

THE OUTCOME

Improved patient engagement and appointment volume

+2,800

unique appointment requests

4X

more efficient than comparable channels

86%

lower cost-per-appointment request than competitors for the Colorectal campaign

73%

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.

Steve Kessen
Chief Executive Officer - Fathom

THE OUTCOMES

significant, efficient appointment volume

The personalized approach delivered via Pandora has certainly paid off.