Silver & Bronze Awards - Clinical Pathology Associates

Never Think About Pathology Again

Category: Integrated Marketing Campaign
Client: Clinical Pathology Associates

Clinical Pathology Associates has lofty goals to transition to new markets, expand its lab business, and reach new health systems and clinics as a dedicated pathology team. Groundswell Health’s execution of a variety of campaigns targets audiences from health system buying groups (CEOs, COOs, CMOs, and CFOs) to specialty practices including dermatologists and OBGYNs. Our use of digital and traditional media centers around an ability to dig deep into their complex practice to identify value propositions that speak to their audiences and resonate despite complex sales cycles and high switching costs.

Over the course of three months this campaign targeted hospitals in the client’s service area, promoting the client’s depth of expertise and its ability to equip hospitals with the resources to expand services and treat more patients. The campaign included three emails, three blog articles, and 10 social graphics for use in organic, paid search, and paid display ads.

Part of our goal included reaching patients through social media platforms with messages and visuals that speak to a variety of segments with a focus on a variety of buying groups easily targetable on LinkedIn and other platforms.

Building a video storyline with a compelling story arc to keep patients engaged and informed.