Audience: Emergency room wait times are relatable to a broad audience, our target. We did geotarget the online efforts to the Greater Akron Area and Northeast Ohio footprint. Using a mix of contextual and behavioral targeting the message was targeted at specific websites, types of sites or sections of sites that are relevant to Akron General.
Goals:
Emergency room wait times are a primary consumer concern when they need an emergency room. In a real emergency patients should call 911, but for other times when an emergency room is needed we wanted to:
• Provide the consumer with the information they need to make an informed decision utilizing where they search for information
• Position Akron General with health-related content and within community relevant media
• Establish a broad reach
• Build awareness of all locations
• Improve the emergency room experience
• Break through the market clutter
