Carolina Hormone and Health of Charleston

OVERVIEW:

As men age, changing testosterone levels can influence a range of health issues, so getting a "T" test is an important first step in managing those issues. Carolina Hormone and Health of Charleston and Columbia, SC, found that if they could get men to come in to take the test, they had a high "close rate" of those men seeking treatment as needed. They turned to Comcast Spotlight to develop a multi-screen marketing campaign reaching men aged 35-64 as well as women in the same age range"”wives who would nudge their husbands to take the test.

STRATEGY:

The initial campaign was built around offering a free "T" test, and was conducted during the winter holiday season. TV networks reaching the two target audiences included ABC Family, Animal Planet, ESPN, Food Network, Hallmark Channel, HGTV, History, Lifetime, OWN, Spike, Travel Channel and TNT. Expanding the reach and frequency of the campaign was digital advertising on Xfinity.com and FOXNews.com. The video ad used the same message as TV advertising for consistency, enhanced with links to learn more about available services, schedule an appointment, contact the center and visit its Facebook and Twitter pages.

SUCCESS:

Within three weeks, even during a busy holiday period, Carolina Hormone and Health had generated 45 new leads. That’s more leads than could be attributed to broadcast advertising campaigns in a comparable period, which cost the center more than three times as much per month. Those results led Carolina Hormone and Health to extend its campaign, and to add advertising during high-profile Winter Olympics coverage.

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