2024 NESHCo Annual Conference

Unveiling UChicago Medicine's success with pDOOH (Programmatic Digital Out-of-Home) at the 2023 Chicago Marathon, our session navigates the intricacies of real-time audience capture, strategic retargeting, and contextual relevancy in healthcare marketing. We will provide a comprehensive analysis of this campaign, diving into the results, which garnered over 800,000 impressions and surpassed ad metric benchmarks. This analysis serves as a roadmap for industry professionals, showing the potential and tangible benefits of adopting similar strategies for your brand or healthcare organization. From the initial stages of real-time audience capture to the intricacies of strategic retargeting, we will break down each component, providing a comprehensive understanding of the thought processes and methodologies employed in this campaign.Attendees will gain insights into blending real-time audience capture and tactical retargeting for effective ad delivery that transcends traditional boundaries, specifically addressing the nuanced requirements of healthcare clientele. Additionally, the session will shed light on the meticulous media planning needed for capturing device IDs, enabling precision targeting during and after healthcare events. Understanding how this level of detail can elevate healthcare campaigns to new heights becomes crucial for professionals in the healthcare marketing space.The presentation extends beyond mere metrics to understand the qualitative aspects that contributed to this campaign's success. By explaining the contextual relevancy between awareness and messaging, we aim to show healthcare marketers how UChicago Medicine strategically positioned itself to resonate with its target audience, crafting a connection that goes beyond just exposure.Exploring technologies like LiveRamp, we showcase how awareness channels become revenue drivers, propelling healthcare brands to new heights. Tailored for healthcare marketing professionals, agencies, and digital enthusiasts, our presentation promises actionable insights for seamless integration into healthcare marketing endeavors.