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As Saint Francis grew to become the largest health care system in Oklahoma, AcrobatAnt was fortunate to support its growth and expanding communication needs.

The Challenge

February is Heart Month, when Saint Francis makes a concentrated effort to increase the number of heart screenings. Heart screenings are available year-round, but Heart Month is an ideal time to promote awareness. In 2020, Saint Francis challenged us to significantly improve screening participation from the previous Heart Month.

The Solution

Previous years’ media campaigns focused on print tactics and a slightly older adult population (55+). In 2020, we shifted our target audience to include all adults 35 and over, layering in paid email, digital display, OOH, direct mail and NPR underwriting.

Calcium Score Appointments

75.3%

Increase over 2019

145.8%

Increase over average monthly

Vascular Screening Appointments

55.9%

Increase over 2019

344%

Increase over average monthly

The Results

The digital display campaign alone had excellent metrics, with a 0.51% click-through rate and an average cost-per-click of $0.35 across all target markets. Year over year, the landing page saw a 1,957% increase in unique page views. The resulting lift in screening appointments over the prior year and over the monthly average was excellent.

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