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CASE STUDY

OTT Patient Acquisition Dental Case Study

Results

41%
of Site Actions Driven by OTT
30%+
of All Appt. Schedules Came from OTT
1,403
Site Actions from OTT

Getting into the details

From Awareness to Action: How OTT Became a Key Driver of Patient Appointments for a Regional Dental Brand

OTT advertising is often viewed as an awareness tool, but for a regional dental brand’s 2024 patient acquisition campaign, it became a powerhouse for high-value site actions, especially online appointment scheduling. By optimizing targeting and placement strategy, OTT exceeded expectations, generating a significant share of lower-funnel conversions and reinforcing its role in the brand’s marketing mix.

Challenge

The campaign aimed to drive new patient appointments across key locations in Iowa and Nebraska, but with shifting media consumption habits, the brand needed to ensure it was meeting potential patients where they were most engaged. While Display and OLV had historically been the primary conversion drivers, there was an opportunity to expand OTT’s role in the funnel beyond just awareness.

 

Strategy

  • Proven OTT Impact: Campaign insights confirmed OTT’s ability to drive meaningful site actions, leading to increased investment in future campaigns.
  • Targeted Streaming Audiences: Optimized placements ensured reach among in-market dental patients actively engaging with the brand.
  • Creative Optimization for Action: Messaging was set to reinforce ease of scheduling, encouraging viewers to take the next step.

 

Success

OTT’s Impact on High-Value Actions
41% of all site actions in the second half of the campaign came from OTT, up from just 5% in the first half.

  • OTT drove over 30% of all confirmed appointment schedules throughout the year.
  • December was a breakout month, generating the highest number of appointment schedules (18), reinforcing OTT’s effectiveness in driving patient bookings.

OTT vs. Other Channels
Despite having eight times fewer impressions than Display, OTT nearly matched Display in total site actions (1,403 vs. 1,519)—proving its efficiency in reaching high-intent audiences. This regional dental brand’s data-driven approach proved that OTT is not just an awareness tool—it’s a powerful acquisition driver.

 

VERTICAL

Dental

SERVICES USED

OTT

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