Market Reintroduction and Patient Acquisition

The Challenge

How can health systems successfully reintroduce a brand at scale?

A Midwest health system client was reintroducing itself to a market that recognized the name but had little awareness of its full range of services. They needed a brand relaunch with enough scale and consistency to build immediate brand authority, while avoiding the pitfalls that typically derail multi-channel campaigns, like fragmented market entry, creative fatigue, and the approval bottlenecks that prevent teams from capturing timely opportunities.

Once Hedy & Hopp established a strong brand presence for the client, new challenges emerged—a generic digital experience causing friction and lost conversions, tracking blind spots that hid true attribution, and inconsistent visibility for their high-acuity specialty services.

The Solution

H&H designed a two-phase strategy to establish brand authority and convert awareness into patient acquisition.

H&H designed a two-phase strategy: first dominating the market with an omnichannel brand relaunch, then sharpening the digital experience to turn awareness into action.

Phase 1: H&H deployed a synchronized media push across paid search, paid social, OOH, radio, print, and digital display—spanning hub markets, satellite markets, and a broad enterprise layer. A flighted creative schedule and streamlined client approvals kept the campaign agile, enabling timely budget pivots to top-performing locations.

Phase 2: H&H shifted focus from brand reach to patient acquisition—building a high-performance landing page, resolving tracking conflicts to restore full campaign visibility, and launching specialty search layers for AFib, Heart Failure, Lipid, and Hypertension. Ad copy was rewritten in the language patients actually use to search for care.

Throughout both phases, H&H continuously pulled levers on budget, targeting, and creative as the data came in—moving the work from brand impressions to scheduled appointments.

The Results

Strategic phasing turned a brand relaunch into measurable patient acquisition.

The two-phase strategy built our client a sustainable growth engine—establishing brand authority across every touchpoint in Phase 1, then converting that awareness into measurable specialty patient acquisition in Phase 2.

Phase 1 generated 11.2M+ impressions and drove 27,825 landing page visitors, representing 47% of the client’s total web traffic during the period. Paid Search delivered a 10.6% CTR (above benchmark), and the campaign bypassed the standard 30-day creative fatigue wall by rotating creative on a flighted schedule.

Phase 2’s optimized landing page produced a 12% Paid Search CTR lift, with Journal Gazette and Meta both moving above benchmark—evidence that specialty- focused creative was resonating with a more targeted audience. The specialty clinic campaign filled appointment calendars several months in advance, driven by month-over-month increases in “Find a Doctor” clicks.

Combined, the two phases generated 16.5M+ impressions and 48,434 landing page visits over 11 months.