SHSMD Webinar | Is It Time to Diversify? A Data-Driven Approach to Media Expansion & Investments
Event Format
Webinar
Date
Wed, Jun 04, 2025, 12:00 PM CDT – Wed, Jun 04, 2025, 01:00 PM CDTType
Webinars
Event Host
Open To
Members and Non-members
Description
12 p.m. – 1 p.m. CT | 1 p.m. – 2 p.m. ET | 10 a.m. – 11 a.m. PT
As performance plateaus in traditional digital channels like search, health care marketers are under pressure to find new, scalable sources of patient volume. But entering a new channel (like Meta or programmatic) without a testing strategy often leads to wasted budget and little insight into what’s actually working.
In this session, we’ll walk through a real-world case study of a health care organization that expanded into upper funnel advertising for the first time. You’ll learn how to set up a rigorous testing framework, use geographic or audience-level controls to isolate performance, measure true incremental impact and marginal performance.
Learning Objectives:
- Analyze performance signals to determine when existing media channels are maxed out or showing signs of diminishing returns.
- Understand the pros and cons of different measurement solutions to determine which approach is best for their needs
- Determine key components of a successful media channel test plan, including controls, benchmarks, and budget allocation
SPEAKERS:
Rich Briddock
Chief Strategy Officer
Cardinal Digital Marketing
Alex Kemp
Senior Director of Applied Analytics
Cardinal Digital Marketing
Sponsored by Cardinal Digital Marketing*
*SHSMD Sponsored Webcasts are educational offerings brought to you directly by and with support from paid sponsors. The content is educational in nature relevant to the SHSMD membership, and has been selected by the sponsor. The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA.
Sponsored By
