Mount Elizabeth Hospitals (MENH), as part of IHH Healthcare, has been serving APAC as a leading medical hub for over 40 years. With access to ample medical talent and advanced technology, MENH's next aim was to leverage their marketing strategies to reap more favorable benefits from their media investments.
By utilizing programmatic display advertising and DCO solutions as key media channels, they were able to drive greater awareness of short wait times at A&E. Their media agencies, Wavemaker and Xaxis, were instrumental in enhancing the quality of lands and performance efficiency (CPL) with rich data capabilities.
Hence, the marketing challenge was to synergize audience segment psychographics with relevant ad messaging – by producing programmatic display ads for all segments of the audience, each with different health concerns, in a timely and cost-efficient manner.
THE ADZYMIC SOLUTION
To address these marketing challenges, the tech capabilities of Adzymic, Wavemaker and Xaxis were combined, creating a seamless blend of data, creatives and AI for the campaign. Xaxis’ proprietary DMP was tapped on to derive audience segments with different psychographics. Adzymic's DCO solutions used automation to generate multiple ad variants on a custom template in order to synergize audience segments with ad messaging for Mount E. This resulted in personalized contextual marketing done at scale, 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.
Personalization through automation - Ads addressing multiple health concerns of different audience groups were developed to suit their respective contexts. These were developed at scale and speed through automation to drive higher performance.
With a robust series of banner ads for testing and rotation, and real-time dashboard reporting on the best-performing image, copy and CTA combinations to drive a response from the target audience, the media team had clear indications on where to allocate more spends for creatives that perform.
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“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