In a county-wide initiative to build awareness around healthcare services, Calculated Conversions executed a strategic brand awareness campaign using programmatic display, retargeting, and digital out-of-home placements. The goal was sustained, local visibility in the moments and places that matter most.
In 2024, we ran a campaign served as a test across 43 zip codes to identify which areas responded most to healthcare messaging. From those results, we refined the 2025 strategy to focus on 17 high-performing zip codes with sustained, high-frequency placements. This evolution allowed us to shift from broad coverage to precision targeting and maximizing impact where it mattered most.
Across a 9-month flight, the campaign delivered more than 3.1 million impressions, combining display and video ads across mobile, desktop, and CTV devices. Ad placements were strategically rotated across 17 key zip codes within the county, keeping the brand consistently present in high-density areas and reinforcing recall through video completion rates exceeding 98%.
Rather than broad national reach, this campaign prioritized regional presence and frequency, ensuring that local families and providers recognized and remembered the brand when care decisions were on the table.
Healthcare decision-making doesn’t start with a search, it starts with recognition. Healthcare providers often struggle with low visibility in competitive regional markets, especially when local advertising is fragmented or inconsistent. This campaign needed to build familiarity with residents who may not be actively searching, but who influence care decisions for themselves or others.
The organization also needed to balance message saturation with sensitivity; staying visible without contributing to digital fatigue or banner blindness.
We implemented a multi-format, zip code-targeted awareness campaign built on three core pillars:
Precision Zip Code Targeting
We mapped 17 key zip codes across the county, focusing impressions in areas with dense residential populations and high coverage needs. This allowed the brand to stay locally present without overspending on low-value impressions.
Cross-Format Awareness Strategy
Display, OTT, and CTV ads were sequenced across screens to reinforce recall. Display built frequency, while video formats drove engagement, particularly through mobile and streaming placements with 98.1%+ completion rates.
Retargeting for Familiarity
Display retargeting ads ensured sustained visibility after initial exposure, helping reinforce recognition and drive return visits to owned platforms.
3.19 Million Impressions delivered across programmatic display and video
17 High-Intent Zip Codes targeted throughout the county
8,788 Total Clicks driven from awareness-focused placements
98.9% Video Completion Rate across OTT and CTV formats
Creative Variety: 6 distinct visual messages rotated throughout the campaign
Consistent Monthly Reach with sustained volume across all quarters
Precision > Volume – Localized targeting by zip code built more meaningful awareness than broad regional buys.
Video Sustains Attention – Completion rates over 98% prove that healthcare messaging, when placed thoughtfully, can maintain high engagement.
Multi-Format Builds Memory – Awareness stuck because the campaign didn’t rely on one channel and it stayed consistent across display, retargeting, and video.
Consistent Visibility Was The Priority – The campaign’s true value was its ability to keep the brand present before users even needed to search.
