Health & Wellness – GroundTruth https://www.groundtruth.com Real-world Behaviors. Real Business Results. Tue, 16 Jan 2024 21:05:16 +0000 en-US hourly 1 https://wordpress.org/?v=6.5.3 https://www.groundtruth.com/wp-content/uploads/2023/09/cropped-gt-logo-fivicon-32x32.png Health & Wellness – GroundTruth https://www.groundtruth.com 32 32 Giltuss https://www.groundtruth.com/insight/giltuss/ Wed, 28 Jun 2023 12:36:00 +0000 https://www.groundtruth.com/?p=459244 How a Giltuss regional sales test drove over 27k visits for its cough and cold medicine to local stores and expanded shelf space at CVS Health locations.

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For consumers in Puerto Rico, Giltuss has been a household name trusted to relieve cough and congestion for over 30 years. To test their product in the U.S. market its parent company, Gil Pharmaceutical, Corp., teamed up with Business Vision Consulting Group, LLC in collaboration with Catherine Communications and GroundTruth to identify, reach, and drive relevant audiences into local CVS Y MAS and Navarro Discount Pharmacy locations in South and Central Florida to make their purchase.

In order to drive visits to specific retail locations, campaign targeting focused on high-indexing audiences who were more likely to recognize the Giltuss brand name along with location targeting tactics to increase awareness of the product and its benefits.

After working with GroundTruth to identify key audiences, the mobile media campaign launched with both English and Spanish creative ads optimized to increase product awareness, foot traffic, and ultimately sales at area stores.

Real-World Solutions

Behavioral Audience Targeting identified the ideal shopper by finding people who frequented restaurants and retail locations popular with Giltuss’ targeted audiences. This campaign tactic was the most effective, delivering 48% of campaign visits.

Custom Audience Targeting contributed over 4k visits by combining GroundTruth’s data with first-party data sources, as well as visitation to CVS Y MAS and Navarro Discount Pharmacy locations in Florida where Giltuss products were sold.

Custom Neighborhood Targeting enabled Giltuss to reach target audiences by layering demographic data onto GroundTruth’s Neighborhoods Targeting to efficiently reach geoblocks with high affinity to the target store locations.

On-Premise Targeting helped keep Giltuss products top of mind for shoppers near CVS Y MAS and Navarro Discount Pharmacy locations for a last-minute pick-up while on-the-go.

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Real Business Results

The Giltuss campaign with GroundTruth significantly accelerated sales 65% higher than similar timeframes with no advertising, proving the impact of location-based marketing in reaching key audiences and driving sales. Within 90 days, the campaign yielded over 26k visits to CVS Y MAS and Navarro Discount Pharmacy locations with a healthy $1.10 cost per visit.

In terms of business results, Giltuss achieved 153% of its cough and cold season forecast with CVS Health which led to expansion into both the Hispanic and General market planograms of multiple store locations. The proven popularity of Giltuss also opened discussions with a key CVS Health distributor to explore store expansion within CVS Health and to new retailers in Florida and nationally.

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GroundTruth’s location and behavioral targeting were the key drivers of success for this campaign. Their scale and accuracy enabled us to efficiently connect with relevant audiences, eliminate ad waste, and drive an effective cost per visit for our client.
Jim KellyPresident & CEO
Business Vision Consulting Group, LLC
The partnership between GroundTruth and Business Vision Consulting made it possible for Giltuss to achieve excellent ROI and gain valuable insights from our test in the Florida market. Additionally, thanks to their sophisticated mix of audience and location targeting, we were able to surpass our sales goals and strengthen our relationship with CVS Health.
Jesus GilCEO
Gil Pharmaceutical, Corp.

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]]> Health Care https://www.groundtruth.com/insight/health-care/ Wed, 02 Dec 2020 13:00:44 +0000 https://groundtruthit.wpengine.com/?p=419793 How a solutions provider helped a health care client create awareness and increase daily visits.

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During a time of hyper focus on health and wellness, access to medical services was key for many families. Solutions provider, The Business Side, Inc. (TBS), tapped into location-based marketing to help their healthcare client connect with nearby audiences, drive awareness of available services, and help inform potential patients of how to make appointments for in-person services during a critical time frame.

Real-World Solutions

Radial Fencing allowed TBS to define geofence boundaries within a six-mile radius of Family’s Health Care locations, driving 63% of total visits to their locations. This tactic ran the duration of the entire campaign as an ‘always-on’ targeting strategy to consistently reach a relevant audience.

Zip Code Targeting was leveraged to precisely reach specific areas and successfully drove 36% of all visits attributed to this campaign with only 11% of total budget. Because the nearby neighborhoods made up a largely Latinx community, the creative assets were in Spanish to increase effectiveness and emphasize the center as a Spanish-speaking provider.

Neighborhoods Targeting enabled TBS to target unique geographical boundaries based on a combination of visitation patterns and audience segments, reaching areas with high affinity to target locations. Of all tactics, this one had the highest Click-through Rate peaking at 1.88%.

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Real Business Results

The six-month long campaign focused its messaging on in-person visits and the availability of Covid-19 testing to build awareness of the medical practice within the community and bring in new patients.

Overall, GroundTruth media reached over 33K unique users and drove over 3K clicks from potential patients to learn more about the medical offerings of the health care facility. In terms of impact on visitation to the facility, it resulted in a 2.4X increase in the number of daily patients compared to the pre-campaign time frame. By more than doubling the volume of daily patients, this campaign proved the importance of contextual ads in driving results.

Since the launch of this campaign, the health care center has seen new patients come back for other services, highlighting its success in creating repeat and long-term patients. With the learn

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Our healthcare client was struggling and needed new ideas to increase their daily patient volume. With the integration of GroundTruth's leading location-based digital marketing into an overall marketing plan, we've helped the client realize an increase of 258% in daily patient visits in less than six months. And most of that increase can be attributed to GroundTruth. The client couldn't be happier with the results.
Kyle Berry
Kyle BerryDirector of Marketing
The Business Side, Inc.

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