Road to Resilience

Icahn School of Medicine at Mount Sinai

About

Client
Mount Sinai

Year
2019

Strategy

Objectives
Top of mind awareness
Increase brand perception
Niche market targeting

Deliverables
Social Media
Google Ads
Display Partners

Challenge

Increase brand perception and prestige of the Icahn School of Medicine at Mount Sinai through increased awareness of and engagement with the Road to Resilience podcast.

The Road to Resilience podcast, which launched in June 2018, is a series that features thought-provoking insights from renowned physicians and scientists as they explain the science behind resilience, as well as others who share their stories on how they overcame obstacles in their lives.

Objective

Keep the Icahn School of Medicine at Mount Sinai top of mind and increase engagement with ISMMS podcast series by targeting audiences with high frequency ads across multiple channels served to micro targeted audience of Healthcare professionals.

Audience Targeting

Primary

Potential U.S. News & World Report Best Medical School voters (medical and osteopathic school deans, deans of academic affairs, heads of internal medicine, and directors of admissions)

Secondary

Advanced degree (med/grad) students & professors, ISMMS alumni, registered nurses, & matched email list lookalike audiences.

Details

6500

positive social media reactions

3,000

social shares

The digital marketing campaign was designed to increase awareness of and engagement with Road to Resilience, and to increase brand perception and prestige for the Icahn School of Medicine at Mount Sinai. Using advanced targeting parameters combined with 1st and 3rd party data, we were able to target primary audiences consisting of potential U.S. News & World Report Best Medical School voters and a secondary audiences consisted of advanced degree students, alumni, professors, and registered nurses.

Secondary audiences on social networks responded to the podcast by creating conversations relating to life adversity and determination while providing support to commenters dealing with personal issues. This reflects engagement with the ad and podcast content, and then a return to the ad to share their experience.