Case Study: Yale New Haven Health boosts elective care demand with MMB

Yale New Haven Health refills elective care pipeline with MMB, boosting digital video CTR to 1.37%

Yale New Haven Health faced the challenge of recovering hundreds of millions in losses after COVID-19 lockdowns halted all elective procedures. Their partner, MMB, needed to convince a fearful public that it was safe to return to hospitals, which were seen as epicenters of the disease.

MMB developed a campaign that used humor and relatability to reassure the audience. The solution was highly successful, becoming Yale New Haven Health's most effective campaign in history. Results included a digital video click-through rate of 1.37%, a 93.7% video completion rate, and a return to 90% inpatient capacity. MMB's work successfully refilled the pipeline for critical elective procedures.

Yale New Haven Health