Situation
Menninger Clinic, a nationally ranked mental health facility, first asked Schaefer to help develop a patient-facing campaign. However, business conditions quickly shifted and the team agreed the best strategic approach was to target HCPs. This provider audience needed to understand Menninger’s complex service offering and its value as an in- or out-patient treatment facility for mental health services. Schaefer stepped in to concisely communicate and highlight the factors that differentiated Menninger among a broad audience of mental health professionals and referrers.
Goals
- Develop a simplified and streamlined brand messaging that resonates with professionals
- Cut through the clutter of a crowded communications landscape
- Drive awareness and website traffic and, ultimately, requests for information
Strategy
Focusing on the big picture and keeping long-term objectives in mind, Schaefer formulated creative that promoted Menninger’s ‘path for every patient’ in the complex field of mental health. Messaging centered on the nuances and differentiating factors of the client’s service offering.
From there, our team crafted an eight-month media strategy designed to maximize the client’s budget and resources and reach a new audience of providers.
Solution
The campaign integrated digital, online, print, display, and social media elements to reach key audiences that were most likely to convert. The use of highly targeted media – such as electronic medical record (EMR) display ads that reached providers at a point of engagement when referring would be top of mind and media that targeted prescribers of specific medications – ensured that Menninger would get through to the right people.
In addition, the creative humanized a very complex and critical subject matter, building a messaging platform that also supported Menninger’s long-term growth and evolution goals.
The effort launched during Mental Health Awareness month to leverage the audience’s heightened interest in mental health issues and solutions.
Results
Almost immediately after launch, the campaign met or exceeded all goals, including:
- More than 24,000 landing page visits in 4 months
- Total ad CTR of 5.44%
- Click-thru rates 787% beyond benchmark
The rapid results stand as proof that the campaign delivered a relevant message to the right audience. With all key metrics already met, the campaign continues to exceed expectations.
Summary
Our work for Menninger illustrates the importance of understanding the messages that will best resonate with the target audience. It is a clear demonstration of the importance of getting the right message to the right people at the right time – when they are highly receptive and most likely to respond.
