04 Nov How we used programmatic geofencing ads to drive traffic and leads for a medical staffing company

VEP Healthcare began providing emergency medical management services in 1981. In the years since, their expertise expanded into hospitalist services, intensive care, clinical decision units, telehealth, and surgicalist services.

VEP Healthcare came to Bryant Brown Healthcare with a specific need: to achieve their new goals, they needed to generate qualified leads quickly and efficiently.

Here’s how digital programmatic advertising helped us meet the need.

Generating qualified leads quickly and efficiently

VEP was attending one of its most important conferences of the year: the American College of Emergency Physicians annual meeting. The challenge was to drive traffic to their booth and increase engagement with visitors. The problem: a significant number of large, well-funded exhibitors were at the show vying for the attention and time of this same audience.

Bryant Brown harnessed the power of programmatic advertising and targeting to help VEP Healthcare draw a crowd at the conference.

How we did it

Bryant Brown planned, wrote, designed, and implemented a digital programmatic campaign that consisted of four approaches:

•  Pre-conference targeting: Before the conference even began, we deployed a series of targeted emails promoting VEP Healthcare and encouraging attendees to visit the booth

•  IP targeting at the conference center: We pushed our targeted ads to the IP addresses of all devices – phones, laptops, desktops, and tablets – using the conference center WiFi network

•  Geofencing advertising around the conference center: Attendees using their phones to surf the internet while in the “fenced” area were served our ads

•  Post-conference targeting: Once we captured attendees’ mobile device IDs, we continued to deliver a series of programmatic ads when they returned home for 30 days after the conference

The results

The campaign was among the most successful in VEP’s history:

•  It garnered more than 110,000 impressions, more than 500 clicks, and a click-through rate of 0.47%—6.65 times the national average

•  Highest booth attendance in the company’s history

•  More than 2 dozen qualified leads—the most ever for the company at a conference and significant for a very specialized service provider

Put the power of programmatic advertising to work for you

Targeted digital programmatic advertising is the proven method to ensure your audience receives personalized ads with relevant messages that drive awareness and sales. With unparalleled efficiency and cost-effectiveness.

Want to know more? Let’s talk!