Nicklaus Children's Hospital
Their Story
Nicklaus Children’s Hospital is a beloved, Miami-based pediatric hospital system, whose mission is “to inspire hope and promote lifelong health by providing the best care for every child.”
The Challenge
New healthcare privacy regulations significantly limited access to granular user data, making it more difficult for Nicklaus Children’s Hospital to track performance and maintain effective audience targeting. At the same time, the organization needed to continue driving new patient appointment requests, closely monitor analytics, and strengthen its presence as a compassionate, trusted healthcare provider.
The Insights
With reduced access to detailed user data, we identified that creative and behavioral signals would play a larger role in guiding performance. Campaign analysis revealed that video content significantly outperformed static formats, driving stronger engagement and providing more valuable signals for optimization. Additionally, expanding audience inputs through in-platform engagement and broader keyword strategies helped compensate for the loss of granular tracking, allowing us to rebuild effective targeting in a privacy-first environment.
The Strategy
To adapt, we recalibrated a cross-channel marketing approach that balanced performance with compliance. This included leveraging Connex®, our proprietary media optimization platform, to make informed decisions using the available data, while restructuring campaigns to support a full-funnel customer journey. The strategy focused on enhancing creative, refining paid search efforts, and strengthening SEO to maintain visibility and engagement despite data limitations.
The Solution
We executed a comprehensive campaign refresh across channels:
- Creative: Transitioned from static ads to motion and custom video content tailored to specific service lines, improving engagement and guiding users through the funnel
- Paid Search: Refined keyword targeting and bid strategies to increase visibility and attract high-intent audiences, particularly for specialized services like brain and orthopedic care
- SEO: Enhanced metadata, optimized on-page content, and conducted competitive gap analyses to identify new content opportunities and improve search visibility
These efforts expanded audience reach, strengthened retargeting capabilities, and created a more cohesive and engaging customer journey.
The Results
Nicklaus Children’s Hospital successfully adapted its digital marketing approach to meet evolving privacy regulations while maintaining performance across channels. By leveraging video, refined targeting strategies, and enhanced SEO efforts, the campaign expanded audience reach, improved engagement, and generated valuable signals for ongoing optimization.
