Targeted Advertising Effort Grows Awareness and Visitors [Client Success]

December 1, 2016 Cox Media

BACKGROUND

Sansum Clinic celebrated its 92nd anniversary in 2013 and is the oldest and largest nonprofit, outpatient healthcare provider on California's Central Coast. More than 150 of Sansum Clinic's highly skilled physicians and medical professionals offer expert services, from primary care to more than 30 specialties. As a non-profit and community service organization, Sansum Clinic invests in the good health of their patients, while contributing in various ways to the well being of the community.

CHALLENGE

After hiring a new marketing executive in 2010, Sansum Clinic began ramping up its once idle advertising efforts through print ads and website updates and began to entertain new approaches to marketing. Its main advertising objective was to educate the local public about its full range of services and to better establish the Sansum Clinic brand within the community. Sansum Clinic was in need of an advertising partner who was capable of delivering not only strong marketing strategies, but one who could collaborate on creative ideas and execute on the production of high quality commercials and long form content.

SOLUTION

A meeting with Cox Media's local sales manager led to a collaborative effort between Sansum Clinic's marketing team and Cox's creative services team to develop a full service advertising solution. Cox provided Sansum Clinic with something that no one else in the market could offer - the ability to target only its desired demographics. Together, the teams produced a series of innovative :30 commercials and developed an aggressive targeted spot schedule, online advertising on cox.com and a dedicated Express Link channel that would house longform video content highlighting Sansum Clinic's most sought after services.

RESULTS

Sansum Clinic has been extremely happy with its Cox Media partnership. Specifically, they credit the Cox creative team and the innovative and professional spots they produce as a driver for its continued success. Sansum Clinic reports that its visitors regularly mention the :30 spots and the clinic considers these comments as the most telling byproduct of its partnership with Cox Media. Additionally, its online campaigns on cox.com and its Express Link channel continue to garner significant views every month. In the subsequent years since beginning its partnership, Sansum Clinic has increased its efforts with Cox Media, including new content additions to the Express Link channel and a new series of :30 spots.

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