2023 Healthcare Marketing Impact Awards: Ballad Health

Campaign: Primary Care Patient Activation and AcquisitionAgency/Firm: Lift HealthcareClient: Ballad Health Johnson City, Tennessee-based Ballad Health, which comprises 21 hospitals, post-acute care providers and a large multi-specialty group physician practice, wanted to drive rural residents to its primary care services. Healthcare Marketing Impact Awards Meet the 2023 winners. CLICK HERE The health system partnered with Lift Healthcare to create the campaign and curate data from a variety of sources such as diagnosis codes, demographics and consumer intelligence data. The team then crafted an omnichannel campaign, including paid social and programmatic advertising. The campaign, which took silver among providers and insurers for Creative Data Campaign of the Year, emphasized the short wait times available for virtual visits. Within two weeks, Ballad Health reported 2,000 new user visits to its website, with 74% of visitors completing an action or booking an appointment online. Eighty percent of those patients were “unattached” to another healthcare provider and did not have an electronic health record at Ballad Health previously, the organization said. The strong returns continued as the campaign advanced. Within three months, the system said the campaign generated an average click-through rate double the industry average.