When 800 Data Points Lead to One Clear Outcome
In a post-COVID landscape marked by declining ER visits and growing competitive pressure from new facilities and aggressive mass media campaigns, AdventHealth realized it couldn’t market the way it always had. Instead of casting a wide net, the system partnered with BPD to take a smarter, more precise approach — using data to connect with the highest-value patients at the moments that mattered most.
Powered by 800 data points, 240 million consumer profiles and more than 100 AI and machine learning models, we identified 11 distinct ER audience segments and delivered more than 300 hyper-personalized creative executions tailored to their specific health needs. The impact was immediate and measurable: 134,000 patients acquired, a 14.4% lift in ER visits tied directly to the campaign and a 23:1 return
on investment.
ER AUDIENCE SEGMENTS
Young Singles Without a PCP
Consumer count: 153,539
Insured and uninsured singles in their 20s and early 30s using hospitals as primary care.
People Managing Pain
Consumer count: 123,400
People suffering from migraines, back pain, and other unmanageable pain issues
Wealthy Well and Accidents
Consumer count: 122,254
Families and others at higher risk for ortho issues and other accidents
Middle Age Heart and Stroke
Consumer count: 113,020
Men and women 40-60 with high risk for cardiac and cardio-neuro conditions
Abdominal Pain Sufferers
Consumer count: 105,758
People of all ages suffering from unexplained stomach and abdominal pains
Parents of Young Children
Consumer count: 68,909
Families with children using ERs for emergent health needs with children under 12
Geriatric Caregivers
Consumer count: 47,694
People who care for elderly individuals and families where an acute health problem has emerged
Geriatric
Consumer count: 40,108
Elderly people using the ER and the hospitals as a source of care due to complex health needs
Breathing Problems
Consumer count: 38,435
People of all ages at high risk for breathing-related problems
Golden Years Heart and Stroke
Consumer count: 35,651
Men and women 60-75 with high risk for cardiac and cardio-neuro conditions
The Severely Polychronic
Consumer count: 2,421
Very sick people with more than 2-3 diseases requiring complex and difficult care
CAMPAIGN RESULTS
