Column Health facilitates full recovery from mental illness and substance use disorders; enabling stability and self-actualization for patients and team members. Their experienced team restores hope to individuals and families suffering from these debilitating illnesses through evidence-based world-class treatment and education, while conducting industry-leading research and analysis to continuously improve the efficacy of treatment and service delivery.
Service areas
Demand Generation
Lead Acquisition
Paid Campaign Management
Creative Services and Development
Landing Page Strategy and Buildout
Reporting and Insights
the challenge
Column Health was running paid campaigns, but was struggling with efficiency. This limited the ability to scale, at a critical time when the company was planning to open new practices across the Northeast United States. Of the challenges with paid ads, two stood out most prominently: 1. Messaging and content that failed to engage the audience and generate meaningful interest. 2. A lack of clarity around the channels and campaigns that produced the highest volume of cost-effective patient registrations.
The solution
To address these challenges, over the last two years we implemented new processes and systems including:
New tracking, enabling more precise optimization of the accounts, as well as tying lead generation back to actual patient registrations.
Increased paid account attention and optimization cycles, enabling faster scaling and more efficient lead generation performance.
Designed and launched new creative assets for paid campaigns with emotion-led content and messaging, including the introduction of UGC as a means to provide social proof.
Designed, built, and launched new highly-optimized and A/B tested landing pages complete with new messaging in alignment with the new ad creative and content.
Introduced new paid social channels, allowing for wider targeting and reach for potential new patients.
The Results
4703%
Lead Volume Increase (1453% Budget Increase)
68%
Reduction in Cost Per Lead Year Over Year
202%
Reduction in Cost per Patient Year Over Year
what they say
"Often the term partnership is overused but working with Bern Digital has been a true partnership. The entire Bern team told time to understand our organization, our culture, our mission. All our marketing was development from that foundation. I would highly recommend Bern to anyone looking for a digital partner.“ Jim McIntyre Chief Operations Officer
Top Performing Ad Units
Emotion-Driven and Conversion Optimized Landing pages
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