Driving Awareness And Engagement

  • NEED

    Fort Worth-based Mesa Springs is a behavioral and mental health facility serving individuals of all age groups.

    Although a leading facility in the area in programs, alternative therapies and quality of care, they were lagging behind regional competitors due to a significant awareness challenge. Specifically, the hospital was not achieving visible results for potential patients conducting online searches.

    Additionally, the hospital aspired to grow its thought leadership in addiction and recovery categories. The intended effect was to call attention to these issues and increase the number of new patients in Mesa Springs’ rehabilitation programs for substance-related addictions.


    With a modest runway and budget, Dialog approached the need for a strong campaign to establish awareness with a handful of creative ideas, measured against various engagement criteria using a proprietary approach.

    The engagement included:

    • In-depth persona research
    • Multiple creative campaigns pitch and refined, across four specific audience segments as a result of research
    • Message and image testing
    • Geo-targeting and identification of keyword profiles relevant for social media advertising across four platforms
    • Careful and continuous measurement and reporting across creative campaign executions

    With an agile testing strategy, we were quickly able to assess which platforms were effective, and which campaign messages had the highest impact.

    With this effort, Dialog helped prioritize Mesa Springs’ audience segments, honed in on effective messages, boosted community engagement and generated a 30% increase in online lead submissions.

    Prior patients were also given a platform on which to share positive brand messages based on prior experience which increased credibility and preference for Mesa Springs amongst its prospects.

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