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
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
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
Waste reduced across a multi-state footprint
Insights now applied across Deborah's full marketing mix
