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Case Studies:
Infirmary Health

Situation

Infirmary Health Systems of Alabama wanted to run a Fall campaign promoting their vast selection of doctors and clinic options. The hospital's marketing team had purchased a radio media buy on our local sports station, but wanted to find a way to make it more than a radio ad camapign.

Ideas

Fall time is college football time in the South. Fantasy football is extremely popular, and fans love building their teams. Hummingbird Ideas built upon this premise and created an online system where patrons could visit and build their healthcare team by entering their name and contact info, selecting geographically pertinent clinic locations and then adding their roster of all-star doctors to their teams.

Tactics: Facebook Advertising, Radio (sports station), Posters, Print Advertising

Result

In 2014 the campaign generated over 7,000 clicks on the Facebook ad campaign with an above average CTR of 1.18% (national average .02-.03%) and nearly 6,000 social clicks or actions. Over 150 “teams” created and emails captured in a two month campaign span (emails to be used in future advertising).

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Infirmary Health landing web page creation
Infirmary Health social media ad campaign
Infirmary Health basketball contest ad
Infirmary Health basketball contest ad
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Jarrod England

Project Manager
Jarrod@hummingbirdideas.com