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.

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.

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.