Personalized Messaging Drives More Online Appointment Requests

Personalized Programmatic Case Study

Nicklaus Children's Hospital

Nicklaus Children's Hospital (formerly Miami Children's Hospital) is a world leader in pediatric healthcare with more than 650 physicians, 3,400 employees, and 130 pediatric specialties and sub-specialty offerings.

Nicklaus Children's Hospital

Nicklaus Children's Hospital (formerly Miami Children's Hospital) is a world leader in pediatric healthcare with more than 650 physicians, 3,400 employees, and 130 pediatric specialties and sub-specialty offerings.

The Challenge

Nicklaus Children’s Hospital had aggressive goals to drive more online appointment requests year over year (YoY).

The Challenge

Nicklaus Children’s Hospital had aggressive goals to drive more online appointment requests year over year (YoY).

The Strategy

Rise created a smarter, more relevant programmatic remarketing campaign to drive online appointment requests by personalizing creative and messaging based on user-level data and behavior. 

Flexible Ad Units
Based on user-level data, each creative unit featured one of over 50 sub-specialty services, with Spanish or English copy, across a variety of lifestyle imagery -- totaling over 1,500 potential creative variations.


 

Smarter Audience Targeting with Machine Learning
Rise’s personalization recommendation engine provided a unique 1-to-1 ad experience, selecting each creative variation based on past performance data and user-level behavior. 

Hyper-Specific Landing Pages
Users clicked through to a landing page that matched the sub-specialty and language featured in the ad to improve likelihood to convert.

The Strategy

Rise created a smarter, more relevant programmatic remarketing campaign to drive online appointment requests by personalizing creative and messaging based on user-level data and behavior. 

Flexible Ad Units
Based on user-level data, each creative unit featured one of over 50 sub-specialty services, with Spanish or English copy, across a variety of lifestyle imagery -- totaling over 1,500 potential creative variations.


 

Smarter Audience Targeting with Machine Learning
Rise’s personalization recommendation engine provided a unique 1-to-1 ad experience, selecting each creative variation based on past performance data and user-level behavior. 

Hyper-Specific Landing Pages
Users clicked through to a landing page that matched the sub-specialty and language featured in the ad to improve likelihood to convert.

The Results

To confidently measure success, Rise executed a test & control study, where the personalized creative experience proved substantially more effective at driving online appointment requests.

23

%

increase in conversions vs. control group

The Results

To confidently measure success, Rise executed a test & control study, where the personalized creative experience proved substantially more effective at driving online appointment requests.

23

%

increase in conversions vs. control group

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