Client
Kofinas Fertility Group
Providing you a convenient fertility care experience .
Television placements with wide coverage and frequency of exposure increased new patient acquisition and grew brand awareness in the New York Designated Market Area.
“DCW Media has been the ideal partner for Kofinas Fertility Group. Our advertising dollars can rely on significant bonus spots, special programs, and promotions, all considered as added value to our media budgets. Kofinas saw a considerable increase in patient conversion and our direct web traffic increased significantly during our 2020 broadcast campaign. With our team at DCW we experienced an overall responsiveness and performance that exceeded our expectations.”
Before
Kofinas opened a state-of-the-art clinic encompassing every facet of fertility in lower Manhattan. Their main goal was to increase patient acquisition for the new build-out, in addition to growing their brand awareness in the NY DMA.
After
The campaign performed exceptionally well, leading to 145 appointments and 92 new patients, with the new location seeing the bulk of the increase. Based on the higher ratings from the pandemic, along with the additional no charges we booked as added value for this campaign, impressions delivered at 200% of the goal and an additional 1,476 spots ran over and above what was originally booked.
Although there was a decrease in overall sessions and new users, the quality of web traffic increased in all categories. There was an especially significant increase in the average session duration—the time spent on the site—which went up by 25%. There was a noticeable surge in direct web traffic users who entered kofinasfertility.com into their browsers. This was up over 68% year-over-year, from 5,732 in 2019 to 9,657 during the same period in 2020.
Discovery
DCW determined the target audience by creating an in-depth environmental analysis and audience profile. Through the utilization of the tools, we were able to serve ads where the audience lives, works, and shops.
We focused on television placements with wide coverage and frequency of exposure, with the most efficient dayparts selected based on CPP. We established an “always on” presence to remain top of mind for when the need for fertility therapy arises.
Overall, the campaign met delivery goals based on impressions and the number of spots aired.
