Case Study: Advocate Health Care achieves precise local reach with Lamar Advertising Company’s OOH Ratings

Advocate Health Care - Customer Case Study

Advocate Health Care, a leading Chicago-area hospital system, needed a more efficient way to target consumers near each of its locations across custom zip-code service areas. Working with Lamar Advertising Company, the team used OOH Ratings to identify the most effective out-of-home bulletin and transit inventory for reaching primary and secondary zip codes around eight Chicagoland hospitals.

Lamar Advertising Company developed a detailed, hospital-by-hospital media plan that ranked inventory by demographic efficiency, mapped boards to target zips, and built custom weekly GRPs to maintain a continuous low-level brand presence. The strategy led to a full-year 2012 contract, a transit domination program, and additional short-term buys, making Advocate Health Care Lamar’s biggest local client and increasing out-of-home’s share of the Chicago media mix.

Advocate Health Care