The Challenge
Monash IVF, a pioneer in reproductive health with over 50 years of experience, faced challenges in measuring the effectiveness of their media channels and messaging in driving patient acquisition. Initially we were engaged to measure the impact of above-the-line (ATL) advertising and develop a comprehensive testing plan.
With Monash IVF undertaking a full re-brand in 2020 we commenced phase 2 of the brands evolution. Optimising their media budget to achieve patient acquisition whilst also communicating the brands re-positioning and enhancing brand awareness and consideration whilst maintaining a deeply personal connection with their audience.
Results
%
Increase in lead generation in the first year
How We Did It
PHASE 1
Measurement
We first implemented a comprehensive measurement platform using our proprietary mediaPULSE technology. This enabled us to apply cost-per-click (CPC) metrics traditionally used for online media to measure the effectiveness of offline ATL media. This laid the foundation for a fully integrated media plan that tested the optimal mix of ATL and below-the-line (BTL) channels to maximise patient acquisition.
Test & Optimise
Emphasising a rigorous testing approach, we departed from conventional strategies to allocate 40-50% of our efforts to testing. This included exploring variables such as day of the week, daypart, and specific radio networks and stations. Additionally, we created and tested multiple creative executions featuring real IVF nurses to identify the most compelling messaging and proof points resonating with our target audience. Continuous analysis across the customer journey allowed us to refine our media and creative strategies continually.
PHASE 2
Evolving the Brand
In tandem with Monash IVF's rebranding initiative in 2020, we pivoted our media strategy to amplify their bold positioning and enhance brand awareness across diverse audiences. This included efforts to engage with LGBTIQ+ couples, solo parents by choice, and potential sperm donors. Our approach evolved alongside the brand positioning, aligning messaging to communicate Monash IVF's pioneering legacy and future-focused vision in reproductive health.
Conclusion
Through a data-driven approach to media optimisation, comprehensive testing methodologies, and alignment with Monash IVF's evolving brand narrative, we successfully navigated complexities in the fertility landscape. The results speak for themselves, with significant growth in leads achieved with optimised budget allocation and enhanced brand resonance. Our ongoing partnership continues to drive innovation and effectiveness in achieving Monash IVF's strategic objectives in patient acquisition and brand elevation.
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