Marketing Moments
NOVEMBER 2025
Breast Cancer Awareness Month
WALK-IN WEDNESDAYS AND OVERALL MAMMOGRAM NUMBERS
During Breast Cancer Awareness Month we aimed to shine a pink light on our hospitals (both figuratively and literally) and share information on our walk-in services, online scheduling capability and engage in community events where we can sign people up on the spot.
Some of our tactics included:
Walk-in Mammograms
Partnered with 7 local car dealerships with a “Drive to 5” message - highlighting our 5 walk-in locations.
Lit up our walk-in locations with pink lights
Radio interviews with Breast Team
These tactics - along with strong presence in digital media (social media & search campaigns), print advertising, billboards, radio commercials, etc.) - resulted in the following results:
Full analysis of mammograms scheduled during the month of October is pending.
TOP RANKING WEBSITE PAGES
14 of the top 100 pages are directly related to the Women’s Health campaigns in October, with Kaytie’s Story taking the #7 spot!
Kaytie’s Story - Video and Analytics
Worthwhile Mammogram for Kaytie
BACKGROUND
Kaytie, a young mom (who delivered at Westmoreland Hospital) discovered a lump in her breast. She had subsequent testing, treatment and surgeries at Independence Health System and is now in remission. She agreed to share her story as a Patient Testimonial.
THE PROCESS
As we worked with a local video company to document her story - it became clear that this is more than a short web video...this was television-worthy. Our plans pivoted and we worked to create 30s and 15s versions of this story.
MARKETING ANALYTICS
Kaytie’s story has been shared on the website, YouTube, LinkedIn, Facebook, Instagram, the Loop, Patient Point, during local auxiliary meetings, etc.
View the story at: www.Independence.Health/WorthIt or scan code.
THE NUMBERS
• Kaytie’s Story Web page - the webpage is the 7th most visited page on the Independence.Health website for the month of October.
• Kaytie’s Story has had more than 250K impressions (the thumbnail image displayed) and more than 64K views (someone clicked on it to watch the video) in YouTube alone!
• Facebook/Instagram/LinkedIn have delivered more than 240K impressions!
Website Page Rankings
PAGEVIEWS BY MONTH
This charts shows our pageviews by month –for the past 13 months. We are on an upward trajectory!
Of note:
• Compared to Oct. 2024 – Oct. 25 is showing an increase of at least 4.4% in pageviews (data was collected through Oct. 28, 2025)
• Compared to previous month, Oct. 25 is showing an increase of 25% in pageviews (data collected through Oct. 28, 2025)
Moments
Google AI Overview
The Google AI Overview has negatively impacted organic search results – nearly universally, as users are trusting the AI results and not clicking through to read more or to verify information.
Despite the overviews, our total clicks and impressions (the number of times we show up in organic search results) continue to grow quarter over quarter and year over year. These results are due to several factors, including:
• Continuous flow of new information onto the website.
• Proper usage of back-end meta data and headings to ensure Google can easily crawl our site.
• Incorporating high ranking keywords into verbiage on key service area pages.
As the AI Overview becomes more accurate and trustworthy – we do anticipate that our organic SEO statistics will begin to decline, however we are encouraged by these quarterly results.
SEPTEMBER 2025
Medical Commons One
Open House
8,735 views
Driver Campaigns | IDENTIFYING 2 Top Performing Social Media Posts
SEPTEMBER 2025 –MOST SHARED POST Greta’s Story Patient testimonial about colorectal cancer diagnosis and treatment
34 shares
OCTOBER 2025
Adolescent Behavioral Health
Open House
15,543 views
OCTOBER 2025 –MOST SHARED POST
Walk-in Wednesday/Drive to Five
(This is very unusual - typically ads do not receive this kind of ‘social media love’)
48 shares
Touching Lives and Driving Screenings
From open houses, screenings, and a mall event to the Advanced Lung Center Awareness Walks—inaugural in Butler, third year in Westmoreland—we support events that bring our mission to life, connecting people and inspiring healthier communities.
ADVANCED LUNG CENTER WALK
–BUTLER
ADVANCED LUNG CENTER WALK
–WESTMORELAND
CHILD/ADOLESCENT INPATIENT OPEN HOUSE
–WESTMORELAND
MEDICAL COMMONS ONE OPEN HOUSE
–WESTMORELAND
“Healthgrades Confirms” Campaign
To raise awareness of our Fall 2026 Healthgrades honors, the marketing team leveraged multiple touchpoints— digital billboards, social media, print publications, PatientPoint, and on-site hospital banners—to celebrate our excellence in patient care.
To view videos, scan codes or visit www.Independence.Health/Videos
1 MAPS | Providing our Framework
We continue our “evergreen” marketing of the Primary Care service line and continue to evolve our creative direction and strategic deployment of these ads.
A/B testing has shown that Primary Care ads with a local touch are resonating more with patients and we are honing our ads to specific zip codes where we have capacity in the offices and available market share.
At mid-October, we were trending to achieve:
• 10% increase in all calls to the specific offices that were the focus of ads.
• 8-23% increases in new patient appointments for the physicians that were the focus of the ads.
Primary Care Marketing
TOP RANKING WEBSITE PAGES
5 of the Top 100 pages on the website are directly related to our Primary Care campaigns – directly correlating to the landing pages of our ads.
