To educate patients and health-care providers about changes made to HIPAA, legislation that protects the privacy and security of patients' health information, the U.S. Department of Health & Human Services' Office for Civil Rights (OCR) launched a comprehensive YouTube TrueView campaign. OCR complemented its online video campaign with segmented search and display campaigns to reach various audiences. In just six months, the OCR campaign videos received more than 3.4 million views and drove more than 148,000 clicks to the OCR website, where users could find additional information.
Goals
Increase awareness of HIPAA modifications
Educate consumer and provider audiences about what the modifications mean for them
Drive audience to the OCR website for additional information
Approach
Developed a comprehensive YouTube video strategy that included TrueView ads
Complemented online video with segmented search and display campaigns
Results
Received more than 3.4 million video views
Videos drove more than 148,000 clicks to the OCR website
Achieved an extremely efficient CPV of $0.10
Video views increased 109x in the first month
Search and display campaigns generated over 4 million impressions combined
7% CTR for search campaign
The U.S. Department of Health & Human Services' Office for Civil Rights (OCR) released a modification to HIPAA to further protect the privacy and security of patients' health information, expanding patients' rights to access that information. Realizing there was a gap in patients' knowledge of these laws, OCR worked to develop a solution to reach multiple audiences, including patients, health-care providers and business associates.
OCR had three goals for the campaign: increase awareness of the HIPAA modifications, educate target audiences about what the modifications mean for them and drive the audiences back to its website for additional information on the modifications.
The campaign needed to reach both consumers and providers of health care among multilingual audiences. So OCR created unique messaging for these various audiences. It developed an online strategy that identified members of these key audiences via historical online behaviors and intercepted them online during their daily activities.
Using YouTube to spread the message
OCR developed a set of short YouTube videos in both English and Spanish to reach U.S. providers and consumers. In-stream, in-display and in-search TrueView ads appeared on desktop and mobile, helping drive the campaign's reach. During the first month of the campaign, video views increased 109x. OCR's YouTube strategy aided in quickly obtaining information about the HIPAA updates in front of patients and health-care professionals, using a medium they were already consuming and at an extremely low cost per view (an average of $0.10).
Advertising on YouTube provided OCR with greater visibility from the right audiences. In just six months, the OCR campaign videos received over 3.49 million views (1.8 million paid views). And the Spanish video that explained what the modifications meant for consumers got 481,556 paid video views at an average of $0.08 per view.
Connecting with patients and providers
In addition to the YouTube campaign, OCR connected with health-care providers and consumers through a combination of display, search and mobile advertising. OCR also drove awareness of the campaign with the Google Display Network. It used segmenting, building extensive keyword lists around the HIPAA modifications for its three key audiences. Combined, the campaign received over 4 million impressions and helped drive more than 148,000 patients and providers to the OCR website.
Message delivered
The combination of YouTube and the search and display campaigns helped drive the audience to the OCR website. The results of the YouTube campaign were tangible and impressive, with the right audience reached through language and interest targeting. As the campaign progressed, OCR was able to shift its strategy and emphasize the video ads that resonated with its audience. And because the agency was charged only when someone watched more than 30 seconds of the ad, the campaign reached the audiences most interested in the content and message were reached.
