Programmatic + Supplemental Media Drives Enrollment Growth

PROGRAMMATIC + SUPPLEMENTAL
MEDIA ANALYTICS
Wave 1 & 2
Sep. 12 thru Nov. 28, 2016

Insights to be Gathered
q How is the overall campaign performing?
q What placements are performing the best?
q How are placements impacting the funnel?
q What creative (faces) resonate & creates the
most conversions?
q What actionable trends do we see in the
data?
q Can impressions and spend be more
efficiently served?
Methodology & Process Steps
q Tracking and measuring
q Monitoring and reporting monthly results
q Testing and improving performance
q Applying SIM modeling
q Optimizing monthly reach versus
impressions versus conversions
q Filling the funnel
Methodology
Measure
Report
Analyze
Test
Improve
Platform performance& influence
(Quantitative Analysis)
Document performance and results
(Monthly Reporting)
Qualify what and why thru segmentation
(Qualitative Analysis)
Learn and evolve
(Apply and Test Insights)
Optimize & develop best practices
(Validation & Documentation)
ANALYTICS FRAMEWORK
A GUIDING METHODOLOGY AND PROCESS TO EXTRACT INSIGHTS

CAMPAIGN INFLUENCE
OVERALL IMPACT

Since September…
• In a year over year comparison (Sep /Oct), the average number of monthly enrollees to
the registry has quadrupled (4X).
• An average of 76% of the Community Enrollments are now coming via digital advertising
activities alone. (Sep /Oct)
Next Steps
• Continue with current campaign direction.
• Analyze and optimize for maximizing enrollments.
ENROLLMENT INSIGHTS
NEW EMAILS AND THE ADVERTISING CAMPAIGN COMMENCED IN SEPTEMBER

Dates New Enrolls
via Campaign
Registry
via Campaign
Interest
via Campaign
Sep-16 385 174 211
Oct-16 892 207 685
YTD Totals 1,277 381 896
Mo. Avg. 639 191 448
2016 DIGITAL ADVERTISING INFLUENCE
CAMPAIGN DRIVEN ENROLLMENTS
94% OF NEW OCTOBER ENROLLEES WERE DIRECTLY ATTRIBUTABLE TO THE AD CAMPAIGN.
Campaign Impact
ü Pre Campaign Monthly Enroll Average
268 enrollments per month (Jan – Aug)
ü Campaign Monthly Enroll Average
834 enrollments per month (Sep – Oct)
Dates New Enrolls
Community (All)
Registry
via Campaign
Interest
via Campaign
Sep-16 717 174 211
Oct-16 950 207 685
YTD Totals 1,667 381 896
Mo. Avg. 834 191 448
53%
94%
Campaign Influence
ü 1,277 Community New Enrolls to Date
ü Sep - 53% of all Community New Enrolls
ü Oct - 94% of all Community New Enrolls
2016 COMMUNITY ENROLLMENTS IMPACT

• Benchmarks have been established.
• African American participation has tripled on a monthly basis.
• Enrollees from Asian community have doubled on monthly basis.
• Pacific Islander populations have been introduced.
• Female participation still outweighs male participation by a 7:3 ratio.
• All age brackets are represented with 18 to 24 being the most responsive.
• Enrollments have increased by 15% in both the 24 – 34 and 55+ age groups from
September to October.
Next Steps
• Optimize to demographic objectives and goals.
• Optimize to increase male participation by creating banner with more male faces and
layering on third party data to serve more impressions toward men
• Additional optimization to increase monthly enrollment numbers for the over 45+ age
group population.
DEMOGRAPHIC INSIGHTS
CAMPAIGN HAS IMPROVED THE DIVERSITY WITHIN THE REGISTRY.

September October
Age 0-17 18-24 25-34 35-44 45-54 55-64 65+
Male
8 93 42 18 11 13 29
Female
14 209 86 37 66 59 32
Totals 22 302 128 55 77 72 61
Race Count
White 612
Black-African American 45
Asian 36
American Indian / Alaskan Native 6
Native Hawaiian / Pacific Islander 0
Other / Unknown 7
Prefer Not To Say 11
Totals 717
Age 0-17 18-24 25-34 35-44 45-54 55-64 65+
Male
13 110 75 18 19 28 26
Female
15 320 123 46 51 60 37
Totals 28 430 198 64 70 88 63
Race Count
White 736
Black-African American 103
Asian 71
American Indian / Alaskan Native 10
Native Hawaiian / Pacific Islander 13
Other / Unknown 13
Prefer Not To Say 4
Totals 950
ENROLLMENT DEMOGRAPHICS
CAMPAIGN HAS IMPROVED THE DIVERSITY WITHIN THE REGISTRY

WEBSITE TRAFFIC
MEDIA’S IMPACT

• Over a comparable 4-month period for the Research Registry website:
ü The number of users and sessions have experienced a (3x) lift.
ü Pageviews are up as much as (18x) since the launch of the campaign.
ü Time spent on the site and number of Pages viewed reveals a (3X) lift.
ü Net Bottom Line Result: People are spending more time on the website consuming
content and gathering information leading to greater conversions.
Next Steps
• Pixel modifications are needed for deeper segmented conversion analysis.
WEB TRAFFIC INSIGHTS
ADVERTISING HAS SHOWN A POSITIVE IMPACT ON INCREASING WEB TRAFFIC.

0
200
400
600
800
1,000
1,200
1,400
1,600
7/21
7/24
7/27
7/30
8/2
8/5
8/8
8/11
8/14
8/17
8/20
8/23
8/26
8/29
9/1
9/4
9/7
9/10
9/13
9/16
9/19
9/22
9/25
9/28
10/1
10/4
10/7
10/10
10/13
10/16
10/19
10/22
10/25
10/28
10/31
11/3
11/6
11/9
11/12
11/15
11/18
11/21
11/24
11/27
Daily
Sessions
Jul 21 (Launch) thru Nov 28 WebsiteTraffic
Sessions Weighted Average Trendline
Dateline Sessions Users Pageviews Pages / Session
Avg. Session
Duration
Bounce Rate % New Sessions
Pitt+Me Site 34,934 21,156 294,792 8.44 00:06:05 46.30% 57.35%
Registry Site 10,169 6,237 16,558 1.63 00:02:34 68.77% 56.71%
Media Flight
57.35%
42.65%
New Visitor Returning Visitor
• Comparable 4-month review period > Pre-Flight: Registry Website (Mar thru Jun) / Media Flight: Pitt+Me Website (Jul thru Nov)
3x 3x 18x 4x 3x .5x .1x
Email Flight
PITT+ME WEBSITE TRAFFIC
CAMPAIGN TRAFFIC INFLUENCE

• Print and outdoor advertising impacts early awareness, but does not directly affect site
traffic consistently.
• Post Gazette homepage takeovers have impact, but are directly tied to the publisher’s
traffic and vary greatly in performance, yet cost the same either way.
• Slight drop off in traffic and enrollment when Billboards end, Bus Ads are reduced, and
Post Gazette standard banners end.
• Large drops in weekend traffic take place even when impressions are placed out in the
marketplace.
Next Steps
• Adjust and optimize future spends for best efficiencies. Start with print and outdoor.
• Reduce impressions and spend on the weekends to align with user click behaviors.
• Shift Post Gazette dollars to a more consistent presence relative to unreliable and
expensive “traffic spikes”.
WEB TRAFFIC INSIGHTS
ADVERTISING AND EMAIL IMPACT ON INCREASING TRAFFIC.

ACTIVE MEDIA IMPACT
ADVERTISING AND EMAIL IMPACT ON INCREASING TRAFFIC.
9/1 9/4 9/7 9/10 9/13 9/16 9/19 9/22 9/25 9/28 10/1 10/4 10/7 10/10 10/13 10/16 10/19 10/22 10/25 10/28 10/31 11/3 11/6 11/9 11/12 11/15 11/18 11/21 11/24 11/27
Daily
Sessions
Lamar Outdoor Billboards Media Flight
Port Authority Bus Transit Media Flight
NPR Media Flight
Post Gazette
Home Page
Takeover
Post Gazette Desktop & Mobile Banners Media Flight
Post Gazette
Banner
Post
Gazette
4/C Ad
Post
Gazette
4/C Ad
Post
Gazette
4/C Ad
Post
Gazette
4/C Ad
Programmatic Display & Pre-Roll Media Flight
Post
Gazette
4/C Ad
Post Gazette
Home Page
Takeover
Pitt Tribune
4/C Ad
New Pitt
Courier
Insert
Other Traffic Stimulus
o Search
o Social
o Direct
o Referral Pandora Audio & Display Media Flight
Sep 2 Email: count 11,063
Ongoing Email Campaign
Sep 1 Email:
count 5,000
Email: Aug 24 – 31: count 13,813
Email
Email
Direct
Pandora
Post Gazette Banner &
Programmatic
Direct
Email
Facebook
Post Gazette
Home Page
Takeover
WE Trough WE Trough WE Trough WE Trough WE Trough WE Trough WE Trough WE Trough WE Trough WE Trough WE Trough
Email
Post
Gazette
4/C Ad
Post
Gazette
4/C Ad
Email
Email
Email
Email
Pitt Tribune
4/C Ad
Email
+300% Lift
Website Traffic
• Red = Tracked Influence
• Black = Marginal Influence

CAMPAIGN PERFORMANCE
MEDIA’S IMPACT

• Certain media placements outperform others measured by CPA (cost per action).
• Print Media has no direct impact on Enrollment numbers.
• There is a slight decline in enrollments when the outdoor billboards and bus ads are
finished, but the increase in enrollment from the increasing performance of the
programmatic efforts will make the drop off unnoticeable.
• There is very little enrollment activity on the weekends, despite serving up impressions
digitally, and traditionally.
• Pandora contributes to sustaining the momentum of enrollment as part of the digital
impressions that keep web traffic at the same levels after the reduction of all other
channel spends - including programmatic.
• Enrollments decline as impressions decline reinforcing need for reach and frequency of
campaign to remain consistent in order to sustain momentum.
ACTIVE MEDIA IMPACT
DIGITAL ADVERTISING AND EMAIL IMPACT ON ENROLLMENT.

(continued)
• Supplemental digital media (e.g. display, banners, homepage takeovers) supports reach
and frequency goals at a more cost effective rate with lower costs per impression than
outdoor and print.
• Mobile, in it’s limited use, outperforms desktop placements.
• Creative needs to be continuously monitored and served accordingly to best performing
ads.
• Creative needs a managed rotation so ensure ads don’t become oversaturated with target
audiences.
• Enrollment is not always directly correlated to traffic generated, as we see users return
later to actually enroll after seeing an impression. (delayed conversion)
Next Steps
• Optimize vis a vis budget efficiencies and conversions: change media mix, reduce weekend
spending on all digital.
ACTIVE MEDIA IMPACT
DIGITAL ADVERTISING AND EMAIL IMPACT ON ENROLLMENT.

0
50,000
100,000
150,000
200,000
250,000
300,000
9/1 9/5 9/9 9/13 9/17 9/21 9/25 9/29 10/3 10/7 10/11 10/15 10/19 10/23 10/27 10/31 11/4 11/8 11/12 11/16 11/20 11/24 11/28
0
200
400
600
800
1,000
1,200
1,400
1,600
Impressions
Served
Web
Sessions
Pandora Audio Pandora Display Programmatic Facebook Sessions
Lamar Outdoor Billboards Media Flight
Port Authority Bus Transit Media Flight
NPR Media Flight
Post Gazette Desktop & Mobile Banners Media Flight
Programmatic Display & Pre-Roll Media Flight
Other Traffic Stimulus
o Search
o Social
o Direct
o Referral
Pandora Audio & Display Media Flight
Ongoing Email Campaign
95
184 180
231 233
176 178
139
146
128
53
Weekly Enrollments
Post Gazette
Home Page
Takeover
ACTIVE MEDIA IMPACT
DIGITAL ADVERTISING’S DIRECT IMPACT ENROLLMENT.
+300% Lift
Website Traffic

AWARENESS CONSIDERATION CLICK-THRU ENROLLMENT INTEREST
• PRE-ROLL
• DISPLAY
• BANNERS
• ONLINE RADIO
• PRINT & OUTDOOR
• DISPLAY
• BANNERS
• HOME PAGE
TAKEOVERS
• FACEBOOK
• DISPLAY
• BANNERS
• HOME PAGE
TAKEOVERS
• REMARKETING
• DISPLAY
• BANNERS
• REMARKETING
• DISPLAY
• BANNERS
• REMARKETING
• EMAIL
• CALL CENTER
• POSTAL MAIL
• EMR
Facebook
4,840
Imp. / Conv.
Pre-Roll
12,264
Imp. / Conv.
Radio
20,941
Imp. / Conv.
Contextual Banners
5,523
Imp. / Conv.
Remarketing
108
Imp. / Conv.
Algorithmic
4,507
Imp. / Conv.
We can see here which channels are driving people through the funnel from awareness to conversion and then interest in
a particular study. Activities at top of funnel create more awareness yet conversions take longer and are more expensive.
Conversions get less expensive further down the funnel.
THE FUNNEL ON ITS SIDE

Campaign Impressions Spend CPA
Pre-Roll 527,339 $6,323.88 $147.07
Facebook 1,713,190 $12,716.16 $35.92
Contextual
Prospecting
1,817,009 $6,539.94 $19.88
Algorithmic
Prospecting
& Standard
Remarketing
4,565,157 $13,694.35 $13.52
Totals 8,706,459 $40,103.59 $23.01
Pre-Roll
16%
Facebook
32%
Contextual
16%
Algorithmic
34%
Radio
2%
CAMPAIGN SPEND RATIO
20.31%
YTD Conversions
20.31%
YTD Conversions
58.12% YTD Conversions
NEXT STEP: ADJUST SPEND MIX TO SUPPORT MORE CONVERSIONS WHILE DRIVING AWARENESS.
2%
38%
19%
41%
0%
Registry Conversions
Pre-Roll Facebook Contextual Algorithmic Radio
3%
14%
19%
64%
0%
Interest Conversions
ENROLLMENTS DO NOT DIRECTLY CORRELATE WITH THE DIGITAL SPEND MIX.
2.47%
YTD Conversions
18.88%
YTD Conversions
0.23%
YTD Conversions

Device Imps Conversions CPA
Desktop 6,336,745 1,259 $19.65
Mobile 578,338 149 $12.34
• Denotes Best Performance
Desktop,
92%
Mobile, 8%
Impressions Served Ratio
$19.65 $12.34
1,259
149
0
200
400
600
800
1,000
1,200
1,400
Desktop Mobile
$0.00
$5.00
$10.00
$15.00
$20.00
$25.00
Conversions
CONVERSION PERFORMANCE BY PLATFORM SERVES
Conversion Cost Conversions
Mobile shows high
returns.
Action Needed:
more mobile testing.
MOBILE IS PROVING TO BE A MORE EFFECTIVE PLATFORM THAN DESKTOP.

Asset Imps Clicks Conversions Registry Interest CTR
Nadia 30s
DESKTOP.mp4
32,783 15 5 1 4 0.05%
Ann Marie 15s
DESKTOP.mp4
33,254 13 11 8 0.04%
Kevin and Brandon
15s DESKTOP.mp
32,858 12 2 0 2 0.04%
Nadia 30s DESKTOP.mp4 Ann Marie 15s & 30s DESKTOP.mp4 Kevin & Brandon 15s DESKTOP.mp4
* CTR is a more relevant metric (as the initial action) for measuring creative influence than conversion counts and other metrics.
The click thru rates on video is not up to industry average. While they are creating awareness
they are not necessarily driving engagement.
Next Steps
Shift some of our Spend on Video into more effective conversion units.
PRE-ROLL CREATIVE PERFORMANCE
BEST PERFORMING VIDEO MESSAGES ARE ALL CENTERED AROUND “GIVING BACK”.

PRE-ROLL – BEST CREATIVE PERFORMANCE
Pre-Roll Impressions Clicks Conversions Registry Interest Abandon CTR CPA
Nadia 30s DESKTOP.mp4 32,783 15 5 1 4 - 0.05% $ 65.57
Ann Marie 30s DESKTOP.mp4 31,786 14 4 1 3 - 0.04% $ 79.47
Ann Marie 15s DESKTOP.mp4 33,254 13 11 - 8 3 0.04% $ 30.23
William 30s DESKTOP.mp4 18,655 7 0 - - - 0.04% -
Matt 30s DESKTOP.mp4 32,674 12 0 - - - 0.04% -
Kevin and Brandon 15s DESKTOP.mp4 32,858 12 2 - 2 - 0.04% $ 164.29
Phil 15s DESKTOP.mp4 33,912 11 4 1 3 - 0.03% $ 84.78
Sandra 15s DESKTOP.mp4 33,358 10 0 - - - 0.03% -
Nadia 15s DESKTOP.mp4 33,175 9 6 2 4 - 0.03% $ 55.29
Kylie and Jess 30s DESKTOP.mp4 32,373 8 2 - 2 - 0.02% $ 161.87
Kevin and Brandon 30s DESKTOP.mp4 31,285 7 0 - - - 0.02% -
Sandra 30s DESKTOP.mp4 32,424 7 0 - - - 0.02% -
Kylie and Jess 15s DESKTOP.mp4 33,045 7 9 2 6 1 0.02% $ 36.72
William 15s DESKTOP.mp4 19,540 4 1 1 - - 0.02% $ 195.40
Matt 15s DESKTOP.mp4 33,001 6 1 - 1 - 0.02% $ 330.01
Phil 30s DESKTOP.mp4 19,074 3 1 1 - - 0.02% $ 190.74
Grand Total 483,197 145 46 9 33 4 0.03% $ 105.04
• Denotes Best Performance * CTR is a more relevant metric (as the initial action) for measuring creative influence than conversion counts and other metrics.

• Diabetes Messaging drove 38 new registry members, and 123 interested.
• Help Doctors Find Answers drove 28 new registry members, and 92 interested.
• Autism Drove 2 new members and 6 interested.
• Improving Health drove 3 interested.
Next Steps
• Increase and Optimize Contextual Targeting for Conditions
• Add More Condition Based messaging
CONTEXTUAL ADS CREATIVE PERFORMANCE
BEST CONTEXTUAL ADS ARE PLACED ON SITES ABOUT HEALTH OR SPECIFIC CONDITIONS.
Asset Imps Clicks Conversions Registry Interest CTR CPA
Active - Answers -
300x600.jpg
121,859 149 14 3 11 0.12% $ 26.11
Active - Answers -
160x600.jpg
71,786 58 27 5 21 0.08% $ 7.98
Active - Diabetes -
300x250.jpg
472,136 213 96 19 74 0.05% $ 14.75

CONTEXTUAL – BEST CREATIVE PERFORMANCE
Contextual Impressions Clicks Conversions Registry Interest Abandon CTR CPA
Active - Diabetes - 300x250.jpg 513,705 224 102 21 78 3 0.04% $18.13
Active - Answers - 300x250.jpg 243,653 90 43 8 34 1 0.04% $20.40
Active - Answers - 728x90.jpg 179,651 65 40 12 28 0.04% $16.17
Active - Autism - Mobile - 320x50.jpg 67,825 41 7 1 6 0.06% $34.88
Active - Diabetes - 300x600.jpg 65,268 64 0 0.10% -
Active – Improving Health - Mobile - 320x50.jpg 48,221 24 6 2 3 1 0.05% $28.93
Active - Diabetes - 160x600.jpg (52425041) 44,636 22 16 4 11 1 0.05% $10.04
Altruistic – Advance Medicine - Mobile - 320x50.jpg 34,631 11 10 8 2 0.03% $12.47
Active - Diabetes - 250x250.jpg 32,588 10 3 1 2 0.03% $39.11
Active - Answers - 250x250.jpg 29,846 7 1 1 0.02% $107.45
Active – Improving Health - Mobile - 300x50.jpg 6,785 0 0 0.00% -
Active - Autism - Mobile - 300x50.jpg 5,958 0 1 1 0.00% $21.45
Active - Answers - 336x280.jpg 5,580 3 0 0.05% -
Altruistic – Advance Medicine - Mobile - 300x50.jpg 4,711 0 0 0.00% -
Active - Autism - Mobile - 320x100.jpg 3,406 3 0 0.09% -
Grand Total 1,822,585 940 337 88 241 8 0.05% $19.47
• Denotes Best Performance with adequate impressions

• Diabetes messaging drove 76 new registry members, and 335 interested.
• Help Doctors Find Answers drove 64 new registry members, and 195 interested
• Autism realized 5 new members and 51 interested.
• Improving Health/Advance medicine drove 5 new members and 31 interested.
Next Steps
• Refine Creative with more “Help” messaging versions.
• Add More Condition Based messaging.
ALGORITHMIC ADS CREATIVE PERFORMANCE
ALGORITHMIC ADS ARE CREATING THE HIGHEST CONVERSIONS FOR THE CAMPAIGN.
Asset Imps Clicks Conversions Registry Interest CTR CPA
Active - Diabetes -
728x90.jpg
430,865 222 118 22 96 0.05% $ 9.13
Active - Diabetes -
300x250.jpg
616,192 299 160 31 123 0.05% $ 9.63
Active - Diabetes -
160x600.jpg
335,284 203 82 12 69 0.06% $ 10.22

ALGORITHMIC – BEST CREATIVE PERFORMANCE
Algorithmic Impressions Clicks Conversions Registry Interest Abandon CTR CPA
Active – Improving Health - Mobile - 320x50.jpg 64,365 15 16 2 13 1 0.02% $12.07
Active - Autism - Mobile - 320x100.jpg 51,504 25 0 0 0 - 0.05% -
Active - Answers - 336x280.jpg 29,034 29 2 2 0.10% $43.55
Active – Improving Health - Mobile - 320x100.jpg 24,551 13 10 1 9 0.05% $7.28
Active - Diabetes - 336x280.jpg 14,819 6 5 5 0.04% $8.89
Grand Total 4,565,157 2,002 1,024 196 817 11 0.04% $13.37
• Denotes Best Performance with adequate impressions

Remarketing drove a total of 369 conversions across studies and new members.
Next Steps
• New pixels are in place to allow remarketing to more effectively work and re-engage
people to sign up for more studies
• Build new messaging and specifically target members who already have signed up that
there are new studies all the time to keep them engaged
REMARKETING PERFORMANCE
REMARKETING ADS ARE PROVIDING A BIG ASSIST TO GET PEOPLE TO CONVERT.

ALGORITHMIC – REMARKETING PERFORMANCE
Algorithmic Impressions Clicks Conversions
Active - Diabetes - 300x250.jpg 9,628 23 90
Active - Answers - 300x250.jpg 8,542 13 64
Active - Autism - Mobile - 320x50.jpg 1,847 5 25
Active - Diabetes - 250x250.jpg 453 0 22
Active - Answers - 300x600.jpg 977 2 7
Altruistic – Advance Medicine - Mobile - 300x50.jpg 171 0 6
Active – Improving Health - Mobile - 320x50.jpg 1,071 0 5
Active - Autism - Mobile - 300x50.jpg 217 0 3
Altruistic – Advance Medicine - Mobile - 320x50.jpg 729 0 1
Active – Improving Health - Mobile - 320x100.jpg 199 0 1
Active – Improving Health - Mobile - 300x50.jpg 249 0 0
Active - Autism - Mobile - 320x100.jpg 211 0 0
Grand Total 41,135 69 382

FUTURE MEDIA PLAN
RECOMMENDATIONS

PRINT
REMOVE SPEND. THERE IS NO VISIBLE BUMP IN TRAFFIC OR ENROLLMENT FROM PRINT PUBS.
OUTDOOR
LIMIT SPEND. OUTDOOR IS A GOOD BRANDING EXERCISE FOR SHORT BRIEF PERIODS BUT TOO EXPENSIVE TO SUSTAIN
FOR ENROLLMENT PURPOSES.
OUTDOOR SHOULD DEFINITELY BE USED AS A TACTIC WHEN GOING INTO NEW COUNTIES.
BUS (TRANSIT) ADS ARE MORE AFFORDABLE LONG TERM OPTION THAN BILLBOARDS. AND SHOULD BE LEFT SINCE
BUSES BRING POPULATION DIRECTLY TO CAMPUS. LOW HANGING FRUIT.
RADIO
NPR SEEMS TO HELP CREATE AWARENESS AT AN AFFORDABLE SPEND.
MAINTAIN PANDORA RADIO AS IT IS DRIVING TRAFFIC AND CREATING A REMARKETING POOL.
REMOVE OTHER ONLINE RADIO IS NOT AS TRACKABLE SINCE IT IS AUDIO ONLY – THIS SPEND SHOULD BE REALLOCATED
TO CONTEXTUAL TARGETING.
RECOMMENDATIONS
WHERE DO WE GO FROM HERE? OUR NEXT STEPS…

DIGITAL
DECREASE WEEKEND SPEND IN ALL CHANNELS.
SHIFT VIDEO SPEND INTO ALGORITHMIC PROSPECTING AND ENSURE NO VIDEO IS USED AS RETARGETING TACTIC.
MODIFY FACEBOOK MESSAGING AND CHANGE APPROACH TO USE SPECIFIC CONDITIONS/CONTEXTUAL VS THE MORE
GENERAL CALL TO ACTIONS BECAUSE THE CONTEXTUAL CONDITION SPECIFIC MESSAGES SEEM TO BE WORKING.
INCREASE MOBILE IMPRESSIONS AND DECREASE DESKTOP.
ENSURE THAT CREATIVE IS NOT IMMEDIATELY OPTIMIZING ITSELF TO REMOVE CERTAIN CONDITIONS TOO SOON IF THEY
ARE NOT PERFORMING WELL AS RECRUITMENT. NEED TO AVOID “ALL DIABETES” ADS.
REFRESH CREATIVE WITH FACES FROM CURRENT WEBSITE APPROVED STOCK IMAGES.
LOOK AT IRB APPROVED ALTRUISM MESSAGING AND INCREASE VERSIONS OF THESE ADS SINCE “IMPROVING HEALTH”
AND “HELP DOCTOR” MESSAGES ARE WORKING.
RECOMMENDATIONS
WHERE DO WE GO FROM HERE? OUR NEXT STEPS…

Programmatic + Supplemental Media Drives Enrollment Growth

Programmatic + Supplemental Media Drives Enrollment Growth

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