Case Study: UCLA Health achieves more appointment requests with Fathom's streaming audio marketing

UCLA Health boosts appointment requests by 2,800 with Fathom

UCLA Health, a leading healthcare system, faced a significant decline in patient appointments during the spring and summer of 2020 due to the pandemic. To address this challenge, they partnered with the digital marketing vendor Fathom, which implemented a patient acquisition campaign using streaming audio advertising on SXM Media's Pandora platform.

Fathom's solution involved launching targeted audio, display, and video campaigns on Pandora to reach healthcare-active audiences in specific California regions. Using detailed demographic and third-party segmentation, they promoted primary care, pediatric, and colorectal screening services. This strategy delivered highly efficient results for UCLA Health, generating over 2,800 unique appointment requests. Fathom achieved costs per appointment request that were 86%, 73%, and 51% lower than comparable channels for the colorectal, pediatric, and primary care campaigns, respectively, making the effort four times more efficient than other marketing channels.

UCLA Health