Targeted Digital Marketing Campaign 2025

Overall Advertising Strategy: A Three Pronged Approach

• Targeted Digital Marketing – begins Sept 8
  
  
  • Targets specific consumers with high propensities to need care for specific conditions
  • Designed to bring new patients to JMH
  • All digital
     
• Broad Advertising – begins Q4
  
  
  • Targets entire local community
  • Designed to build awareness of JMH services and improve corporate reputation
  • Bus sides, radio, magazines & newspapers, TV (TV will be in 2026)
     
• Search Engine Marketing
  
  
  • “Captures” consumers who are actively searching for our services
  • Designed to drive immediate actions – calls and appointments
  • Ads show up when someone searches on Google for providers and services (e.g. “doctor near me” “cardiologist” or “urgent care open today”)

Executive Summary: Targeted Digital Marketing

• Targeted Digital Marketing (TDM) launches Sept 8th and will run through August 2026
• Designed to bring new patients into JMH
• Ads will be shown as banner ads on websites, in social media, on video channels such as YouTube, and on streaming TV
• We use propensity-modeled data that allows us to efficiently target our efforts to consumers who are most likely to need our services
• The ads will be seen by specific consumers in our community who have a high propensity for certain conditions, including Cancer, Cardiology, Cardiac Surgery, Spine Care, OB/GYN and Primary Care, and who are not current JMH patients 
• The consumers on the list are split into sub-groups based on age and gender, and only shown ads related to services for which they have a need
• Because ads are only being shown to a specific list of consumers, you may not see them
• We will be advertising throughout the John Muir Health Service Area, in Central and East County and the Tri-Valley 
• TDM campaigns in 2021 and 2022 were very successful, resulting in:
  
  
  • The acquisition of over 3,600 new patients
  • Positive ROI in the form of contribution margin for acquired patients
    • We will measure EBIDA for this campaign
       
• We are again expecting positive results in terms of new patients and positive contribution margin and EBIDA with this campaign