Paid Media Campaign

Multi-Platform Ad Campaign for a Radiology Practice: Winning Back Patient Referrals from Large Health Systems

This project came from a real market challenge I identified working with a private radiology practice that was losing referrals to large hospital systems — even though outpatient imaging centers offer better convenience, cost-effectiveness, and patient experience. I built a 5-month paid media campaign across Meta, Google, and LinkedIn designed to educate consumers and influence physician referrers.

Through active performance management — monitoring results monthly, cutting underperforming ads, and reinvesting into what worked — I grew monthly traffic nearly 100x, from 2,330 to 223,358 users, while cutting the budget in half by month three. Over one million users reached the appointment scheduling page by campaign end.

I walk through the full process from brief through launch and reporting in the slide deck below.