Cox Media + Meridian Behavioral Healthcare
Case Study Overview
In addition to the stigmas that can prevent individuals from seeking out support for mental health challenges, many people open to receiving behavioral healthcare services can struggle to know where to get connected with trusted healthcare professionals. For this reason, many mental healthcare organizations understand the importance of investing in marketing and advertising that can help them raise local awareness of their services to connect with individuals seeking help. In this instance, Meridian Behavioral Healthcare of Central Florida, a local mental illness and substance abuse clinic, decided to invest in awareness campaigns that would expand visibility of its mental health services throughout its regional service area.
position in Google Search results
calls lasting an average of 10 minutes
Increasing Local Awareness of Available Mental Health Services
Meridian Behavioral Healthcare wanted to create an awareness-level campaign that was targeted to two primary audiences: individuals suffering from mental health challenges, and the friends and family of people in need of mental health services. To build awareness and drive responsiveness for its various mental health services, Cox Media developed a targeted ad campaign that combined behavioral, search and keyword contextual targeting across Google Search and programmatic display campaigns. This approach allowed the organization to target ads to individuals actively searching for mental health resources in their area, as well as individuals whose online behaviors and activities aligned with the behaviors of the clinic’s target audience. To improve ad engagement and referral volume, Cox Media also employed a “contact us” CTA on all paid SEM campaigns. These advertisements highlighted three key healthcare services offered by this behavioral healthcare provider, all of which offered immediate access to mental health resources:
- On-site mental health response services for individual 25 years of age or younger
- Immediate crisis response for individuals in need
- Access to 24/7 support for mental health challenges
Cox Media is proud to partner with Meridian Behavioral Healthcare to help plan and execute a campaign aligned with its business goals.
Working with Meridian Behavioral Healthcare to determine business and campaign goals
Schedule & Tactics
Aligning Cox Media solutions and tactics to support campaign goals and reach the right audience
Results & Optimization
Reporting campaign performance and gathering measurable results from the client
Extending the initial 9-month campaign for an additional year based on the success of the initial campaign
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