McLean Hospital came to MedTouch with a goal in mind—to develop an online outreach mechanism to target, find, educate, and capture individuals in the Greater Toronto area who are seeking residential eating disorder treatment.
MedTouch devised a solution. A microsite, Toronto.mclean.harvard.edu, was created to form the centerpiece of an integrated marketing campaign supporting communication from the Klarman Eating Disorders Center’s treatment program.
To deliver the center’s targeted message to likely recipients, together with the new site, McLean is distributing ad content with consistent messaging to display on Google search results, content sites, and social media networks. Ad groups are focused within the Province of Ontario to optimize campaign effectiveness.
“MedTouch created an effective campaign site for us with a number of interactive features,” said Philip G. Levendusky, PhD, Senior Vice President for Marketing and Business Development at McLean. “Our online eating disorder evaluation serves as a pre-screening tool, while expanded content sections for both worried teens and parents further target audiences seeking information about the Klarman Center’s services. MedTouch partnered with us to leverage existing content online and helped us reach our goal of increasing awareness about our residential treatment program beyond the New England area.”
“Hospitals, like hospital websites, are large entities representing multiple service centers with distinct needs. Measuring campaigns for individual practices and targeting the right demographic can be a huge challenge,” said Paul Griffiths, CEO of MedTouch. “The McLean Hospital microsite gives the Klarman Center an identity and opportunity to speak to the needs of its constituents without confusing or distracting them from their goal in accessing information on eating disorder care.”
About MedTouch
MedTouch provides strategy, design, technology, interactive marketing and innovation through its software and professional services practice for over 60 healthcare clients in 20 states. Clients include nationally-ranked academic medical centers, community hospitals, rehabilitation facilities, health plans, and health care-related not-for-profits. From consumer-focused websites to patient-centric social media channels, creative online physician recruitment or results-driven search marketing efforts, MedTouch makes healthcare interactive.
Headquarters:
MedTouch
24 Thorndike Rd
Cambridge, MA 02141
866-638-6824
solutions@medtouch.com
About McLean Hospital
Since 1811, McLean Hospital has been a world leader in the treatment of mental illness, research into the cause of mental illness and the training of generations of mental health care providers. McLean Hospital is the largest psychiatric facility of Harvard Medical School, an affiliate of the Massachusetts General Hospital and a member of Partners HealthCare.