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Conceiving success: How effective measurement and an integrated brand repositioning elevated Monash IVF

Monash IVF
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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
%
Less budget

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.

 

“At our core, we're far more than a media agency”

— Customer

 

OUR CLIENTS

We are the strategic partner for ambitious brands. Whether they’re disrupting the industry or leading it, we’re here to fuel they’re growth and achieve extraordinary growth.

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We drive memorable, meaningful, and measurable outcomes for our clients. Here’s what they have to say.

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Can I get unparalleled performance and growth

Great question!

Here are the questions we know you’ll be asking.

What is a full service media agency?

Finding the ideal media agency in Australia's competitive market can be daunting. The key? Focus on their questions, not just their answers. Beyond expertise, the right agency is genuinely curious about your brand, digging deep to understand your challenges and aspirations. They become your partner, celebrating wins and navigating setbacks together.

At Undivided, we only take on 6-8 new projects each year and typically have a waitlist. During our discovery phase, ensuring that we identify the constraint of what is holding a brand back from performance is critical, then also identifying if our teams will work seamlessly in partnership. Some agencies play the volume game and are desperate for more clients, we limit our client numbers to ensure we can go deep and deliver in full. 

We're ready to collaborate and achieve remarkable results. Connect with us today!

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Do we use AI? How do we use it?

We’ve integrated Machine learning and AI since 2021. It’s become a powerful platform unlocking growth and the driving force behind our data-driven approach, allowing us to:

  • Target with precision: Pinpoint your ideal customers with laser-sharp accuracy.
  • Create captivating content: Generate fresh ideas, optimize ad copy, and personalize experiences at scale.
  • Automate intelligently: Streamline tasks, freeing our team to focus on strategy and innovation.
  • Optimize in real-time: Monitor campaign performance 24/7 and adjust for maximum impact.

The result? Marketing that's faster, smarter and more effective.

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Does your agency guarantee results?

We offer a program that is designed to deliver a 20% media ROI boost within 20 days, or you pay nothing. That's our guarantee for brands that align with our expertise. We also structure pay-on-performance options to ensure we are undivided in our pursuit of success. Schedule a consultation to discuss your goals and explore the best approach for your business.

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When can I expect to see results?

As a leading digital marketing agency, we're eager to deliver results FAST. But like building a skyscraper, strong foundations are crucial for long-term online success. Timeframes vary based on your goals, industry, and current online presence.

  • Short-Term Wins (10-30 Days): Increased website traffic, engagement, and lead generation.
  • Mid-Term Growth (1-3 Months): Boosted brand awareness, qualified leads, and improved KPIs.
  • Long-Term Success (3+ Months): Sustainable growth, dominant online presence, and strong ROI.


We provide transparent reporting and data-driven insights every step of the way. Let's discuss your goals and craft a custom strategy for lasting success!

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How much does your digital marketing cost?

We understand digital marketing is an investment. That's why we offer tailored pricing, depending on the scope of work and the objectives we need to deliver.

No Hidden Fees, Just Results!

Forget generic packages. We delve deep into your business, understanding challenges and opportunities to build a custom strategy that maximizes your ROI.

Pricing Factors:

  • Services: Choose from our comprehensive suite, including SEO, PPC, social media, and more.
  • Campaign Complexity: Tailored to your target audience, goals, and industry competition.
  • Results & Timeline: Realistic expectations with ongoing optimization for maximum impact.

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How do I choose the best digital marketing agency?

The Australian digital marketing scene is overflowing with choices. But here's the secret: the ideal agency isn't just about their answers, but their questions. Beyond expertise, they should be genuinely curious about your brand, challenges, and goals.

They become an extension of your team, celebrating wins and navigating challenges together. Even better, is when an agency partners on delivering performance outcomes or guarantees them. 

At UNDIVIDED, we've cracked the code. We ask the right questions, listen deeply, and strategize collaboratively. Your success is our obsession.

Ready to find your perfect partner? Get in touch today.

Why is UNDIVIDED the best integrated marketing agency in Australia?

Australia's only Neuroscience-Powered Digital Marketing Agency

We're not just another agency. Undivided blends cutting-edge neuroscience with deep digital marketing expertise to deliver results others can only dream about.

  • Data-Driven Strategies: We use AI and research to craft creative, effective campaigns.
  • Full-Service Offering: From SEO and PPC to social media and content, we've got you covered.
  • Proven Track Record: Our portfolio showcases success across diverse industries.
  • Client-Centric: We prioritize collaboration and transparency, putting your vision first.

We're passionate about your success. Partner with us and experience the Undivided difference.

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