Offering a new medical solution for a sometimes embarrassing and hard-to-treat condition – toenail fungus – is good news for those who suffer from it. The Foot & Ankle Center of Richmond, VA, needed a cost-effective way to reach a targeted, local audience to let area residents know about the new treatment option. Comcast Spotlight’s multi-screen video advertising solutions offered an ideal way to engage consumers and increase traffic to the clinic’s website.
The clinic sought to reach viewers over age 50, with a household income over $75,000, living near the facility. The marketing plan focused on several advertising zones in the market and Comcast Spotlight’s I+ platform, which reached local Verizon FiOS customers in addition to Comcast Xfinity customers. Digital advertising on Xfinity.com used in-banner video technology and featured the same commercial airing on television to present a consistent creative approach across platforms. The banner advertisements were enhanced with links to the clinic’s website.
Over an approximately three-month campaign, the Foot and Ankle Center saw its website traffic increase 12.7%.