Loyola Medicine

As the Account Manager for the "What Defines Tough" campaign for Loyola Medicine, I was instrumental in coordinating over half of the media dispatches across various service lines. A key responsibility was overseeing the translation of assets into both English and Spanish, ensuring broad accessibility for our diverse audience.

The campaign's core objective was to elevate brand perception and reinforce public trust in Loyola Medicine. This was achieved by strategically highlighting Loyola's advanced medical expertise, groundbreaking research initiatives, and steadfast compassionate care. My role involved meticulous oversight to ensure all disseminated materials consistently reflected these pillars, ultimately strengthening Loyola's position as a leader in healthcare.

Goals & Objectives

The goal of this campaign was to position Loyola Medicine as one of the big players in Chicago, offering the same state-of-the-art medicine and services as Northwestern, Rush, and U Chicago. A leading, high ranking, modern, forwarding thinking, high tech, academic, faith-based brand.

Our KPIs targeted increased web traffic and to grow media metrics.

With this client having a diverse audience, it was vital that the campaign reflect as much. In my role, coordination between the client and our translation team was a priority in order to make sure we were not only creating assets that had the same message, but that they also had the same spirit.

My Responsibilities

Translation/Transcreation Coordination

Data Driven Creative

In partnership with the digital media team, I supported the wider team with an understanding of the primary campaign performance in order to make tangible adjustments to the creative for a second creative burst of the campaign. This includes tailoring and tweaking messaging, imagery, and sizes of assets. These changes came from the goal of improving on the performance of weaker assets to strengthen the overall performance of the campaign.

Client Communication

In my position as a key contact for the client, it was my responsibility to ensure that communication was clear and defined regarding internal and external dates regarding reviews, approvals, and dispatch. I coordinated weekly meetings and the agenda items that required attention while maintaining a positive relationship with stakeholders.

Campaign Summary

The Loyola Medicine “What Defines Tough” campaign successfully utilized a multi-channel approach to promote the brand (Anthem) and four key medical service lines: Oncology, Neurology, Transplant, and Cardiology. The campaign delivered over 1.3 million impressions and garnered 8,700 clicks, resulting in a CTR of 0.65 across the campaign.

The campaign's overall CTR of 0.65% is in line with the average YouTube Ads CTR, which is also 0.65% across all industries. The CPC of 0.71, however, is higher than the average YouTube Ads CPC of 0.49.

On YouTube, the campaign achieved over 43,000 views and a strong 78% view-through rate (VTR). This VTR significantly surpasses the average YouTube Ads view rate of 31.9%, indicating highly engaging video content. For the healthcare and insurance industry, the average YouTube Ads view rate is 31.2%, further highlighting the campaign's strong performance in this area.

On Google Search, the campaign demonstrated excellent performance with over 1,000 clicks and a CTR of 6.67%. This Google Search CTR is considerably higher than the average click-through rate in Google Ads across all industries, which stands at 3.17% for search. This suggests that the Google Search ads were highly relevant and effective in attracting user interest.

The campaign was effectively executed in both English and Spanish, broadening its reach and accessibility to a diverse audience. The strong performance metrics, particularly on YouTube and Google Search, suggest that the campaign effectively engaged its target audience across different platforms.