In a fragmented media landscape, successful teams know where to invest, who to target, and how to apply learnings faster than the competition. With media investment spread across three main media channels, our healthcare client needed a strategy that went beyond conventional planning in order to bring precision targeting, smarter budget allocation, and a continuous learning process to a multi-platform media program operating in a compliance-sensitive environment.
At Hedy & Hopp, AI is a core part of how we operate and innovate. We have a full-time employee dedicated to this space, an internal Innovation Lab where team members explore and test new tools and AI-powered approaches, and an active roadmap for productizing compliant AI solutions for healthcare marketing. We continuously iterate on our own AI-powered tools and work closely with partners applying AI at scale, passing that value directly to clients. Most importantly, human expertise remains embedded at every step. AI accelerates and informs our work, but our team owns the strategy, validates the outputs, and ensures every recommendation is grounded in the healthcare context. We approach AI’s evolving possibilities with intentional, responsible curiosity and keep sensitive information and client IP protection at the center of every decision.
This commitment to responsible, human-led AI innovation shapes our approach with every client. Hedy & Hopp integrated AI Digital, an AI-powered media planning partner, into our client’s campaign strategy to bring a new layer of intelligence to their planning and optimization process. Drawing on over 400 first-party data points across ad inventory platforms, the tool strengthened H&H’s decision-making across every stage of the funnel.
Budget allocation was the first area of impact. Rather than relying on platform-suggested spend distributions, H&H used AI Digital’s data-driven recommendations to determine how our client’s investment should be distributed across multiple channels. These insights were grounded in real inventory data and performance signals, giving each platform placement a defined role in the overall funnel strategy.
From there, AI Digital deepened H&H’s understanding of our client’s target audience. The tool generated detailed personas (including demographics, median age, household income, and personal values) and surfaced granular audience segments across platforms including Google and LinkedIn. These inputs allowed H&H to move beyond broad targeting assumptions and build a strategy precisely calibrated to the patients our client was trying to reach. Every AI-generated insight was reviewed by H&H’s media team through a healthcare-specific lens, which included pressure-testing against privacy, accuracy, brand safety, and healthcare context before becoming a recommendation. This ensured that intelligence never came at the expense of compliance, accuracy, or patient trust.
H&H also recognizes that more people are turning to AI-powered tools and LLMs to research symptoms and find providers. We ensured our client was visible in these emerging environments through targeted paid placements within AI-driven search platforms to meet patients where their search behavior is already headed.
As campaigns ran, AI Digital accelerated the learning cycle by identifying performance patterns, showing optimization opportunities, and translating data into next steps faster than traditional analysis methods allow. Rather than waiting for end-of-flight reporting to draw conclusions, H&H was able to identify what was working mid-campaign and act on it by shifting budgets toward higher-performing placements, refining audience targeting, and applying learnings from one campaign cycle directly into the next. Learnings were captured and carried forward across campaigns so that insights never became siloed. This created a continuous feedback loop that made our client’s media program smarter and more efficient— resulting in a new channel recommendation (CTV) and an increased video completion rate of 98% (13% higher than the benchmark).
Beyond individual campaign optimization, our AI-integrated dashboards provide a company-wide view of performance across multiple channels and campaigns simultaneously. This allows our team to identify and flag broader trends, see cross-campaign patterns, and connect insights in a broader analysis, giving our clients a more complete and continuously informed picture of their media performance.
By embedding AI into planning, targeting, and optimization, H&H gave our client a media program that continuously improved, with data-driven decisions replacing assumptions at every stage of the funnel. The result was stronger audience precision, more deliberate budget allocation, and a testing and learning framework designed to compound results over time. For large health systems operating across complex, multi-market footprints, this approach offers something more valuable than automation: a smarter, faster, and always human-led path to full-funnel marketing performance.
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