Media Campaign Process

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

This project demonstrates how strategic audience segmentation and platform-specific messaging can address a real market challenge. The client—a private radiology practice—was losing referrals to large hospital systems, even though outpatient imaging centers offer better convenience, cost-effectiveness, and patient experience. The brief required building a 4-6 month campaign across Meta, Google, and LinkedIn that would educate consumers and influence physician referrers.

I outline the process from the client brief until campaign launch and reporting in a slide deck below.