View All Case Studies

Helping patients access care, no matter what

Patient Marketing & Acquisition  |  Reproductive Health Services of Planned Parenthood of the St. Louis Region

The Challenge

Reproductive Health Services of Planned Parenthood of the St. Louis Region (RHS) launched the Regional Logistics Center (RLC) out of its Fairview Heights, Illinois location in January of 2022. The RLC provides financial, lodging, and transportation support to ease the burden for those facing challenges to access abortion care. As a new offering, RHS needed to ensure that people living in states with abortion bans knew the RLC existed and was ready to help

Just 6 months after launching, the Supreme Court overturned Roe v. Wade, which made the RLC that much more vital not only locally, but also regionally as abortion became severely restricted or banned in many states that surrounded the center. RHS knew they needed to ramp up its RLC awareness efforts around the region.

The Solution

As RHS’s long-time paid media partner, we initially launched a paid search campaign to support the launch of the RLC and capture users exploring logistical support and options for their abortions. But, after the Dobbs decision in 2022, we knew we needed to pivot. We needed to reach more people in more places – all with a similar overall budget, so we had to get creative about how to allocate funds.

We took a step back and retooled the paid campaign to allow for greater geographical coverage as abortion bans continued to spread. Our approach scaled based on the state’s proximity to the RLC. We launched Meta and paid search campaigns, leveraging the grant search budget available to RHS within Google Ads to expand our reach.

The Results

The RLC campaign successfully drove awareness of the logistics center and its services within the intended states. During its first 6 months in the market, the campaign resulted in:

Paid Media Click-Through-Rate
Campaign Engagement Rate
Conversions (inbound calls) across targeted states

Let’s get, marketing happy.

We love the challenges and rewards that come with healthcare marketing – and we’d love to work together and help you hit your goals.

Ready to talk about how H&H can help?