---
title: Column Health Case Study - Bern Digital
---

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###### ABOUT COLUMN HEALTH

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.

*Note, Column Health successfully exited to BrightView Health towards the end of our partnership.*

###### 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/LEAD

## 202%

REDUCTION IN COST / PATIENT

## What They Say

> *"Often the term partnership is overused but working with Bern Digital has been a true partnership. The entire Bern team took 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

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