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Case Study

pharmaceutical category successfully utilized OOH advertising     
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A leading medical brand successfully utilized OOH to increase brand awareness.

OOH drove 18% more site visits for same budget than digital alone.

The strategic placement of one billboard along the CEO's daily route drove one facility to purchase 6 medical units, a $3.47 ROI per ad dollar spent.

Explore Case Study in Detail
  • Highlights
  • Details
  • Rationale
  • Results

Highlights

A leading medical brand successfully utilized OOH to increase brand awareness. The result of OOH drove 18% more site visits for same budget than digital alone.

Details

A leading medical brand launched two campaigns in 2016. One aligning with Breast Cancer Awareness month and the other determining the max distance women would travel for a 3D mammogram. The brand wanted to leverage the power of OOH to create a sense of urgency and fear of missing out mentality among the target audience. Additionally, the brand wanted to identify key target medial sales locations for billboard proximity strategy (within 1-5 miles).

Rational

Increase brand awareness of the medical device brand, primarily among hospital C-Suites, Radiologists, OB/GYNs and facilities offering 3D mammograms.

Results

OOH drove 18% more site visits for same budget than digital alone.

The inclusion of OOH improved digital's CPV by 35%.

The strategic placement of one billboard along the CEO's daily route drove one facility to purchase 6 medical units, a $3.47 ROI per ad dollar spent.

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