01 The Client

UT Southwestern x The Threadgill Agency: How Brand Awareness Impacted Patient Care

UT Southwestern came to The Threadgill Agency in 2021 to drive awareness about and appointments to their newly-opened Breast Care Clinic in Fort Worth.

02 RESULTS

50+

new patient appointments

250%

increase in mammograms

804K

aggregated reach (the targeted reach was 545K)

16.44M

impressions delivered across all digital channels

03 CHANNELS & SERVICES

To drive awareness about the opening of UT Southwestern’s Breast Care Clinic in Fort Worth...

...we ran a series of campaigns across paid search, social media, and traditional media avenues.

SPOTIFY ADS

YOUTUBE

META PLATFORMS

(Facebook and Instagram)

CONNECTED TV

BILLBOARDS

in high-traffic areas

MAGAZINE ADS

in Fort Worth Magazine

04 SUMMARY & CLIENT GOALS

UT Southwestern is one of the most trusted names in medical care in the country, and they needed to generate awareness about the opening of their new clinic specializing in breast care.

GOALS

Reach at least 80% of the Addressable Audience
Drive phone calls
Drive “Request Appointment” form submissions

CHALLENGES

New clinic with no prior marketing footprint

05 STRATEGIC INSIGHTS

Given the nature of care, our audience was straightforward to define: women over 35 years of age. We did incorporate some additional strategic layers to home in on our targeted audience:

Limiting geo-targeting to zip codes in Tarrant and eastern Parker counties
Including interest groups for Health & Wellness categories
Adding layers for people who have supported Breast Cancer Awareness on social media

Driving visibility within those parameters and with substantial frequency successfully led to those searching for treatment and preventative services to seek out UT Southwestern’s Fort Worth clinic for care.

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