Nicklaus Children’s Hospital had aggressive goals to drive more online appointment requests year over year (YoY). In order to create a more relevant online experience for prospective patients, Nicklaus Children’s partnered with Rise to build a personalized programmatic remarketing campaign. Using Rise’s proprietary Connex Personalization technology, the campaign served creative across over 50 sub-specialty services, two languages and 1,500 creative variations.
1.) Ad units (creative): Rise created ad units that had flexibility to personalize across several elements: the sub-specialty service featured, the language used for the ad copy (English or Spanish), while also featuring a variety of lifestyle imagery. With over 50 sub-specialty services supported, Rise’s ad creative technology enabled effective management of this complex and personalized campaign at scale for over 1,500 potential creative variations.
2.) Audience Targeting : Rise’s personalization technology uses machine learning to serve the most relevant ad experience to an individual user. Based on past audience performance data and user onsite behavior, Rise’s personalization recommendation engine, powered by machine learning, provides a unique, 1-to-1 ad experience with the most data-driven, relevant messaging to each user.
3.) Landing Page Relevance: Users who clicked-through on a sub-specialty service specific ad were brought to a landing page that matched the language (English or Spanish) of the ad served. This more personalized approach contributed to the 23% lift in conversions over the course of the campaign.
To confidently measure success, Rise executed a test & control program where the target audience of site visitors was divided into two separate groups. The test group received the personalized creative and the control group received non-personalized sub-specialty service ad units. Over the six month test period of June-December 2017 the test group drove a 23% lift in conversions compared to the control group. Nicklaus Children’s was thrilled with these results and continues to invest media budget into the program.