athenahealth
Integrated Campaign Increases Awareness by 29%
CHALLENGE
athenahealth, a leading provider of cloud-based enterprise software solutions for medical groups and health systems, needed to reinforce their leading position in the highly competitive healthcare technology industry while also differentiating themselves from other brands.
STRATEGY
Our team deployed a mix of mass reach vehicles, as well as targeted digital channels, to launch the campaign and tell athenahealth’s brand story in a crowded marketplace with a limited budget.
A mix of outdoor, video, audio, display, and social placements helped create awareness and interest of the brand as well as drive traffic to the website. Digital channel activation included a combination of first party and third party targeting as well as contextual alignment to reach priority audiences nationally. Outdoor was strategically placed in key markets to reach Healthcare HCPs, C-Suite executives, and athenahealth employees globally.
We also partnered with Wired and Wall Street Journal to position athenahealth as a leader in the category through thought leadership content. These partnerships distributed and promoted custom content across article, video, and podcast formats.
Results
Brand recall more than 2x industry norm
Branded PPC saw largest impression volume ever while campaign was live