Transforming Healthcare

Having seen excellent results two years in a row on the Caregivers Resource Guide, the NBC News Brand Studio and Mayo Clinic embarked on a third partnership to drive awareness of the cutting-edge research and advanced techniques for improving patient outcomes at Mayo Clinic. The hospital came to the NBC News Brand Studio to ignite interest and inspire consideration of Mayo Clinic. The hospital has a 150+ year history, is ranked among the top hospitals in the world and has a reputation for solving series and complex medical challenges. In partnership with the NBC News Brand Studio, Mayo Clinic had the opportunity to show how it is transforming healthcare using emerging technology, including artificial intelligence, augmented reality, 3D printing and calculated data analysis. A series of five articles ran on both NBCNews.com and in a dedicated Apple News Brand Channel, ensuring the content reached a wide audience. Promotional tactics included native tout headlines, Content Carousel and Stories ad units, a Rich Media Content Portal unit and a sponsored social campaign on Facebook on NBCNews.com. On Apple News, Native Ads and Direct Response units drove to the five articles in the Apple News environment.
The multiplatform campaign resulted in success across the board. The average attention time, average scroll depth, Rich Media Unit article view rate, Stories ad unit and Facebook LCTR all performed above benchmark, helping drive more than 860K article views over the campaign flight.