With many years of DJ endorsement expertise on our side, Infinity Marketing came on board to help the Weight Management Services team at SMM Health promote their services, drive appointment requests, and increase seminar registrations. SSM Health is a St. Louis-based, not-for-profit health system with over 40,000 employees and 10,000 providers in the Midwest, and it was important that they spread their message to their wide audience through a strategic media mix during the first quarter of the year.
We found room for growth and optimization in SSM Health’s media mix by increasing the digital footprint, introducing a DJ endorsement tactic, and overlaying social media components. By leveraging our relationships with local media vendors, we also learned that a local DJ on an Active Rock station was going to begin the process of losing weight through a surgical process. Our team knew this could be the perfect opportunity to unite SSM Health’s media efforts to promote their weight management services by lending authenticity to their message through a real-person testimony.
We asked the DJ to share his experience and journey with his listeners with paid live commercials during his morning show. The DJ endorsement instantly connected with the target audience, and the DJ himself received support from listeners and inspired others to investigate SSM Health’s program. The DJ also bolstered impressions by sharing his story on both his personal social media channels, as well as the station’s. SSM Health was able to directly connect the radio schedule and digital campaign to requests for more information about the program, and seminar attendance also increased with participants stating that the DJ endorsement contributed to their decision to attend.
By the end of the DJ endorsement campaign, SSM Health saw the best quarter in the history of their Weight Management Program. Applications increased by 11% from Q1 of 2017, and applicants moving forward in the process increased by 8% year over year. In terms of actual first-time patient surgeries, case volume increased by 25%. Through strategic use of media support, including radio, digital display, and social media, this campaign was a clear win for the client.