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Executive Summary

In November 2019, Moving Forward Digital Marketing partnered with a major hospital system to enhance the digital presence and engagement of their specialized cancer care unit. Through sophisticated audience targeting and platform-specific optimization across LinkedIn, Facebook/Instagram, and Google platforms, we achieved over 5.6 million impressions and significantly improved engagement with the most relevant potential patients.

This case study demonstrates our expertise in healthcare marketing with specialized condition-specific targeting—a critical capability for healthcare organizations in today’s competitive landscape.

The Healthcare Marketing Challenge

The cancer care unit faced several sophisticated healthcare marketing challenges requiring specialized expertise:

1. Audience Fatigue on Social Media Despite increasing impressions (+31.03% month-over-month), Facebook/Instagram reach had decreased by 3.53%, with ad frequency rising to 5.66—indicating the same users were seeing ads repeatedly, risking audience fatigue and diminishing returns.
2. Condition-Specific Demographic Targeting The unit needed to reach specific age groups most likely to benefit from specialized oncology services, with different cancer types requiring distinct demographic targeting approaches.
3. Healthcare Marketing Budget Optimization With strict budget parameters typical of healthcare systems, every advertising dollar needed to generate maximum value while maintaining compliance and sensitivity standards.

Our Healthcare-Specific Approach

We developed a sophisticated, condition-sensitive strategy tailored to oncology service marketing:

Age-Specific Cancer Treatment Targeting

• 55+ Demographic Focus
  • Developed specialized campaigns for prostate cancer and colorectal cancers, conditions with higher prevalence in older adults, with messaging addressing their specific concerns and treatment options.
• 45-54 Age Group Strategy
  • Created targeted campaigns for ovarian cancer and breast cancer screening and treatment services, with age-appropriate messaging and calls-to-action designed for earlier intervention.

Audience Expansion

Implemented sophisticated audience modeling to reduce ad fatigue while maintaining targeting precision, introducing campaigns to new user segments with similar healthcare profiles.

Budget Optimization

Developed daily spending controls with continuous monitoring to maximize exposure while maintaining strict budget parameters, adjusting in real-time based on performance metrics.

Platform-Specific Healthcare Optimization

We tailored our approach to leverage the unique strengths of each platform for healthcare marketing: