Streaming Audio Advertising Drives Awareness & Appointments for University Hospitals
When it comes to developing a solid foundation for health care, the importance of finding a doctor you trust cannot be overstated. But the process, while crucial, isn’t always simple. University Hospitals (UH) knew that their team of pediatric, oncology, and cardiology specialists could help satisfy this need, and they wanted to make patients aware of their services and help drive more appointments.
SXM Media’s streaming and podcast networks offered the perfect environment for UH to reach ideal listeners with two key campaigns: one for adults and one for pediatrics. Network buying across SXM’s Podcast Network, HIPAA-compliant lifestyle and geographic targeting solutions, and a combination of audio, display, and responsive ads via SXM’s Streaming Network ensured their ads would resonate with the audiences they were most interested in reaching: parents and listeners in need of cancer, heart, and vascular care in the Ohio area. Ultimately, UH incorporated podcasts into their pediatrics campaign because SXM Media podcast listeners are 33% more likely to make pediatric appointments than the average U.S. adult.1
The results of University Hospital’s campaign were healthy as could be. Thanks to the incorporation of SXM Media’s podcast network, their adult campaign boasted an impressive 386% in incremental reach, while their pediatrics campaign saw an impressive 345%. They also earned 23 million impressions across their audio streaming and podcast initiatives.
1. Scarborough PRIME Lingo Podcast Recontact Study, May 2022; Base: Total US Adults 18+
Streaming audio has been a key piece of our overall media strategy because it gives consumers an opportunity to hear our message and see it digitally. It has a proven impact on engagement and appointments while also impacting brand awareness.