H I G H LY CO M M E NDE D Most Effective Programmatic Media Partnership for 2018
Beating Cancer Together Through Digital Partnership Overview Client Background — Hospitals face a unique challenge when advertising since they need to reach patients who need medical services but must do so in a way that doesn’t feel invasive. Our client, a New Jersey health system, promotes upbeat and patient-focused advertising. As their digital media partner, Goodway Group also strives to promote a patient-centric message. Campaign Objective — The health system needed help reaching new prostate cancer patients in New Jersey to promote proton therapy, an advanced version of radiation therapy. Our objective was to increase site traffic and generate high-value proton therapy patient leads for the health system by encouraging prospective patients to complete a lead form on a customized landing page or use a click-to-call link to reach out to the hospital’s call center. Ideally, these leads would turn into patient cases and increase the number of patients receiving treatment at the hospital.
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Patient Privacy and Medical Sensitivity We take patient privacy seriously at Goodway Group. Here’s how we ensure we’re following medical sensitivity best practices: • HIPPA Certification — All Goodway Group employees take HIPAA certification classes every two years. • Secure, anonymous data — We use a secure hashing process to anonymize hospital CRM data before we target it, and we delete the data after the campaign is over. • No targeting based on illness or treatments — We do not behaviorally target or domain retarget users based on medically sensitive information, such as ailments or treatments. • Positive creative messaging — We only run medical creative that focuses on positive, treatment-focused messaging.
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