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      UT Southwestern Medical Center

      Breaking through in a Metroplex full of options.
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      The Challenge: An Overcrowded Market

      As the only academic medical center in Dallas/Fort Worth, UT Southwestern Medical Center had always been at the forefront of care and innovation. But, due to multiple healthcare options within the market, they were never top of mind among consumers. So, they engaged Slingshot’s creative and media teams to develop a brand campaign to increase awareness and ultimately drive more appointments.

      Module 1 - Ranked#1 - Mobile
      Module 1 - Brand - Cube
      Module 1 - Brand - BounceX
      Module 1 - Brand - US News Skin
      Module 1 - Brand - Digital Banner

      Investing in Humanity – The Peter O'Donnell Jr. Brain Institute

      We needed to convince donors that giving to the O’Donnell Brain Institute was more than the simple act of a donation; it was an investment in the future of humanity. To do that, we had to help O’Donnell stand out from the sea of other medical institutions vying for donor dollars.

      Our creative approach included rich, striking visuals and documentary-style videos that embody the true magnitude of the work being at O'Donnell. 
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      One Success Leads to Another

      Slingshot saw a real opportunity for UT Southwestern Medical Center to take their rightful place as a healthcare leader, not only in DFW, but all of North Texas. With that goal in mind, and after a lot of successful results with our brand work, our relationship quickly expanded to include various service lines and new facility grand opening initiatives. 
      Module 2 - Scott Video
      Module 2 - Scott OOH
      Module 2 - Frisco Digital Banner
      Module 2 - Frisco Mobile
      Module 2 - Frisco Print
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      A Healthy Media Mix

      Knowing we needed to break through the clutter and the competition, we got smart and diversified ed with our entire media plans with one goal in mind: continue to drive awarenesawareness s and with innovative media approaches and tactics. 

      First we changed the broadcast strategy to focus on more flighted time periods and alterted the daypart mix to focus on higher quality dayparts. This allowed us to significantly reduce our TV spend while still remaining impactful. We then redirected those funds into digital to ramp up the brands presence online, using a mix of upper level awareness tactics and lower funnel DR tactics. Finally, we rounded out TV and digital with key radio, OOH, and print buys.

      Digital Media

      Awareness-based tactics:

      • Programmatic high impact digital ads allowed users to interact with various patient stories in an engaging way
      • Online video ads utilized ScreenSync retargeting technology to retarget users who saw our TV spot with an online ad – Additionally, we leveraged this technology to competitively conquest users who had seen a competitor’s TV spot
      • Implemented a mobile-specific strategy by retargeting users exposed to any UT Southwestern OOH placements on their mobile device
      • Purchased streaming audio placements across popular services such as Pandora

      Direct Response-based tactics:

      • Programmatic display and site direct partnerships were leveraged to reach audiences who already consuming relevant content
      • Native ads drove users to custom UT Southwestern landing pages that lived within a premium publisher site in order to associate the brand within trusted, reputable resources
      • Utilized Paid Search to reach users when they were actively researching information specific to DFW hospitals/various treatment options and bid effectively on relevant keywords
      • Purchased programmatic mobile display that utilized geofencing targeting of competitive locations in order to conquest consumers

      Traditional Media

      Broadcast

      Included broadcast + cable, as well as some high profile viewership opportunities such as the Grammy’s, Oscars, and the NBA finals

      • KERA radio was also purchased to reach educated, higher HHI consumers

      Out of Home

      • Placement in heavy audience traffic areas
      • “Own-able” inventory
      • Unique opportunities like sports sponsorships

      Print

      • An integrated partnership with D Magazine included 4 or more full page ads within selected insertions throughout the year, along with digital components for UT Southwestern to have a presence both on their site, as well as within their weekly e-newsletters
      UTSW_Media Mix Chart

       
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      Dallas

      208 N Market St., Suite 125
      Dallas, TX 75202
      214.634.4411
      info@slingshot.com
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