Strategic Media for Patient Centered Healthcare Marketing

Overview

In collaboration with brand consultancy Monigle, Coegi played a pivotal role in a healthcare brand marketing campaign designed to transform a major academic health care provider’s identity. This effort was part of a larger initiative to unite its academic health ecosystem under one synchronized identity. Coegi’s data-driven media execution supported Monigle’s compelling creative vision, driving awareness, engagement, and measurable business growth.

Challenge

The organization sought to position its academic health system as the premier care provider in the region — delivering personalized, community-based care backed by cutting-edge research. The campaign had to address a wide demographic, from older patients deeply engaged in their health to younger families just entering new life stages. The central goal was to build brand preference, and therefore increase appointments, by communicating the value of academic healthcare: always evolving, always innovating, always putting patients first. To meet these goals, a strategic healthcare brand marketing approach was needed—one that combined emotional resonance with measurable outcomes.

Strategic Approach

Brand and Creative Development by Monigle

This healthcare brand marketing initiative relied on a dual approach: emotional storytelling through creative development, and precise delivery through media strategy. Monigle led the development of a comprehensive brand platform, including:

• Discovery and Research: Quantitative and qualitative research to shape the messaging and visual identity.
  
• Unified Brand Architecture: A brand system aligning the health sciences and health care divisions under a shared vision.
  
• Campaign Concept: “Our Mission Starts With You”—a message emphasizing personalized care, told through the voices of real patients like Kaya, a volleyball player treated for a shoulder injury, and Larry, a baker living with sickle cell anemia.
  
• Visual Identity: A distinctive system of bold shapes and cues from the parent organization that reinforced the campaign’s authenticity and personal impact.
  

Media Strategy and Execution by Coegi

Coegi was tasked with amplifying Monigle’s brand work through a media strategy that would resonate across diverse audiences and platforms. Key components included:

• Audience-First Targeting: Using CRM lookalike data, demographic insights, and behavioral signals to target two primary segments:
  
  • Seniors 65+ who are engaged in healthcare and actively seek information online.
    
  • Adults 25+ entering new life stages (e.g., starting a family) with evolving healthcare needs.
    
• Omnichannel Media Mix: Coegi implemented a layered media plan with both evergreen and tentpole activations:
  
  • Evergreen: Meta, YouTube, display, contextual ads
    
  • Tentpole: Broadcast and connected TV, radio, digital audio, out-of-home (OOH), and digital OOH
    
  • Special placements included high-visibility broadcast spots like a Thanksgiving Day NFL game.
    
• Contextual Relevance: Media buys were strategically placed around regional athletics and popular local TV programming to build familiarity and trust.
  
• Performance-Based Optimization: Media was flighted to maximize reach and frequency, with added-value placements negotiated to extend campaign exposure efficiently.
  

Results

The campaign delivered impressive results across key performance indicators:

• 30.9 Million+ Impressions across TV, digital, social, and OOH, reaching 1.5 million unique individuals.
  
• 16% Increase in Appointment Volume in October alone following media launch.
  
• Up to 17% Brand Lift among high-value younger demographics (ages 35–44).
  
• 70% Reach on TV and a 63% YouTube Video Completion Rate, validating channel strategy.
  
• 70% Conversion Rate on-site from Facebook campaigns.
  
• Cost Efficiency: Media buys consistently outperformed cost-per-reach benchmarks and drove added-value impressions.

A Seamless Collaboration

The partnership between Coegi and Monigle enabled a fully integrated campaign experience – from identity and messaging to media delivery and measurement. Monigle’s creative foundation brought authenticity and emotional resonance, while Coegi’s media execution ensured the message met the right audiences with precision and scale.

The result: a compelling brand launch that not only strengthened brand perception but also drove measurable growth and patient acquisition across the region.