How Deborah Grew Patient Volume With Zip-Level Streaming
Moving a hospital's TV budget from linear to precision streaming
Deborah replaced broad linear reach with ZIP-level streaming TV — and grew patient volume.
The challenge
Linear TV was wasting hospital budget
Cord-cutting made Deborah's linear TV plan less efficient every year, with impressions landing outside priority markets. HIPAA limits on audience segmentation made precise targeting even harder to achieve.
- Wasted impressions outside core service areas.
- HIPAA rules restricted traditional healthcare targeting.
- Competitive pressure required doing more with less budget.
The approach
ZIP-level targeting built for healthcare
Jamloop concentrated Deborah's budget on its highest-priority ZIP codes and surfaced device-level viewing data most vendors never show. Ad frequency was actively managed to protect the viewer experience.
- Spend focused on priority service areas.
- Device data revealed desktop streaming among older viewers.
- Frequency capped to preserve brand experience.
The result
Patient growth, tracked by ZIP code
Deborah saw year-over-year patient volume growth that moved with CTV exposure by ZIP code, while holding impression scale comparable to its old linear buy — at a lower overall cost.
- Impression scale held steady versus linear TV.
- Waste reduced across a multi-state footprint.
- Insights now applied across Deborah's full marketing mix.
