Mount Elizabeth Hospitals (MENH), as part of IHH Healthcare, has been serving APAC as a leading medical hub for over 40 years. With no lack of medical talent and advanced technology, they sought to similarly evolve their marketing strategies and achieve better outcomes for their media investment dollars.
MENH’s goal was to drive greater awareness of short wait-time at A&E and programmatic display advertising was one of the key media channels utilized. Their media agencies, Wavemaker and Xaxis, were instrumental to improve quality of lands and performance efficiency (CPL) with their rich data capabilities.
Hence, the marketing challenge was to synergise audience segment psychographics with relevantad messaging – by producing display advertising messages for all segments of audience, each with different health concerns, in a time and cost-efficient fashion.
THE ADZYMIC SOLUTION
To address the challenges, the tech capabilities of Adzymic, Wavemaker and Xaxis were combined to create a seamless blend of data, creatives and AI for the campaign. Xaxis’ proprietary DMP was tapped on to derive audience segments with different psychographics. To synergize audience segments with ad messaging, the Adzymic DCO solution used automation to generate multiple ad variants on a custom template for Mount E. This resulted in personalised contextual marketing done at scale, and greatly improving production efficiency. Lastly, Xaxis’ proprietary AI technology, Copilot, analyzed and scored traffic of Mount E’s online user activities with a customized algorithm to optimize the campaign towards conversions.
With a robust series of banner ads for testing and rotation, and real-timedashboard reporting on the best-performing image, copy and CTA combinationsto drive a response from the target audience, the media team had clear indications on where to allocate more spends for creatives that perform.
RESULTS
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CLIENT TESTIMONIALS
“Adzymic has helped us to streamline our creative development processes andensure our ads are customized towards user contexts, thereby driving cost efficiency. They are straightforward and easy to work with, especially with the customized banner template built according to our brand guidelines, which was immensely helpful!”
Serene Lim Swee Ling – AVP, Marketing, IHH Healthcare Singapore