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From 3M YouTube Views to 10M Billboard Impressions: Inside Alabama’s Dental Awareness Surge

Client Overview

The Alabama Department of Public Health (ADPH) Office of Oral Health plays a vital role in improving community wellness by addressing preventable oral health issues. For this initiative, ADPH aimed to promote awareness and encourage positive dental health behaviors across maternal, child, and underserved populations throughout Alabama.

As part of its broader mission to close gaps in public health access, ADPH partnered with Propellant Media to plan and execute a high-impact awareness campaign that could reach communities often left out of traditional outreach. Our focus was on delivering relevance, education, and measurable outcomes.

Campaign Challenge

In Alabama, access to dental care is uneven—especially in rural counties and low-income communities. Many caregivers are unaware of preventive measures or local resources available to them. ADPH needed to bridge this knowledge gap and motivate action without overwhelming or alienating their audience.

Our task was to create a full-funnel advertising strategy capable of both scale and precision. We had to make oral health information accessible, engaging, and culturally relevant—reaching the right people at the right time, whether online or in their daily physical environments.

Strategic Philosophy: Behavioral Targeting with Cultural Relevance

Our approach to this campaign was grounded in the idea that public health engagement is as much about trust as it is about visibility. We combined behavioral audience modeling with insights from prior government and healthcare campaigns to inform our targeting, messaging, and delivery.

Instead of using broad public service announcements, we deployed segmented, behavior-based advertising that resonated with specific audience types—mothers, fathers, caregivers, and healthcare professionals. Each tactic was chosen to reflect how different communities consume information and make health decisions.

By focusing on cultural nuance, accessibility, and omnichannel reach, our strategy aimed to generate not only awareness, but also real behavioral change in communities that need it most.

Targeting Strategy: Who We Reached and Where

Our media strategy was built on layered audience segmentation and geographic targeting. We developed custom personas and used both platform-level and third-party data to locate high-potential users and communities across the state.

We targeted:

To support message consistency, we combined statewide digital reach with physical proximity targeting—serving ads near WIC offices, pharmacies, pediatric clinics, and community centers.

This layered strategy ensured maximum message frequency across environments where health decisions are most likely to happen—whether in homes, cars, clinics, or on mobile devices.

Media Mix and Budget Allocation

Propellant Media executed an omnichannel campaign designed for both awareness and conversion. We leveraged digital, streaming, and traditional media to ensure we reached all segments of the target population.

The modeled media budget totaled $100,000 and was allocated across the following channels:

Channel Budget Strategy Purpose
Google Search & Display $20,000 Targeted search and banner ads for users actively seeking health information
Meta (Facebook/Instagram) $15,000 Interest-based and demographic targeting for parents and caregivers
YouTube Video Ads $15,000 Short-form educational videos aimed at search-driven viewers
OTT/Connected TV $10,000 Household-targeted video ads on Hulu, Roku, and other streaming platforms
Geofencing & Programmatic Display $10,000 Location-specific messaging served near care centers
Programmatic Audio (Spotify, Podcasts) $7,000 Audio messaging during family routines and commutes
Billboards $13,000 Reinforcement messaging in rural and high-traffic metro corridors
Site Retargeting $10,000 Re-engagement of prior ADPH site visitors

Each media channel was chosen based on its ability to connect meaningfully with its intended audience while allowing for data-driven optimizations throughout the campaign lifecycle.

Creative Execution and Messaging

Effective public health messaging must be clear, credible, and emotionally resonant. Our creative approach focused on community-driven storytelling, simple health tips, and visual clarity tailored to diverse audiences.

We developed:

Creative assets were informed by audience testing and feedback from prior healthcare campaigns. Content was optimized for accessibility and mobile engagement, ensuring that no matter the device or platform, the message would be understood.

This creative system ensured consistent messaging across formats and platforms, reinforcing behavior change through repetition, emotion, and localized relevance.

Modeled Performance Benchmarks

As a publicly funded campaign, our success metrics prioritized awareness, engagement, and cost-efficiency. We benchmarked performance against both internal Propellant Media standards and public health advertising norms.

Key Performance Indicator (KPI) Target Value
Google Search CTR 3–5%
YouTube Video Completion Rate 75%+
OTT/CTV View-Through Rate 85%+
Total Campaign Impressions 10M+
Meta Engagement Rate 4–6%
Site Retargeting Conversion Lift 2x higher than baseline
Overall Website Engagement Increase 25–40%

These benchmarks allowed us to make informed mid-campaign decisions and provide ADPH with transparent reporting to demonstrate return on investment and public impact.

Execution Timeline and Delivery

The campaign followed a streamlined six-week delivery schedule designed to balance speed, accuracy, and optimization:

Week 1:
Audience research, creative development, platform setup, and analytics implementation

Week 2:
Full campaign launch across all digital and streaming platforms

Weeks 3–4:
Performance analysis, A/B testing, and media optimization based on real-time insights

Weeks 5–6:
Creative refresh, scaling of high-performing segments, and preparation for reporting

This delivery schedule ensured efficiency without sacrificing strategy or quality. Each week built upon the last, allowing us to capture early momentum and optimize toward final KPIs.

Team Structure and Capabilities

Propellant Media deployed a multidisciplinary team to ensure every element of the campaign was handled with expertise. Our team brought together strategic planners, creative directors, media buyers, and analysts with deep experience in government and healthcare marketing.

Role Team Members
Strategy & Planning Justin Croxton, Katherine Parks
Media Buying Dylan Meetze, Juan Gomez, Aaron King
Creative Direction Diana Woodruff
Analytics & Reporting Aaron King

This structure allowed for seamless execution, consistent client communication, and full accountability across planning, delivery, and optimization.

Technology Stack and Tools

To ensure high performance and actionable insights, we utilized a suite of advertising and analytics tools tailored for public health campaigns:

This technology stack supported accurate targeting, campaign responsiveness, and data-driven storytelling—key to achieving the goals of a statewide public health initiative.

Comparable Campaigns and Experience

Propellant Media’s experience with similar campaigns made us an ideal partner for ADPH. We’ve helped public health and government clients across the country amplify their reach and impact through digital transformation.

Relevant examples include:

Each campaign reinforced our belief in precision-targeted, culturally conscious advertising—and provided valuable learnings we applied to ADPH’s outreach.

Conclusion and Results Outlook

The ADPH Department of Oral Health campaign illustrates what’s possible when digital strategy meets health equity goals. Through integrated creative, channel diversity, and community-specific messaging, we empowered thousands of Alabama families with actionable oral health information.

Balancing strategy with compassion and analytics with accessibility, Propellant Media created a campaign that drove engagement while delivering meaningful public health value. The performance benchmarks show strong projected returns, and the strategic infrastructure is now in place for future phases of outreach.

For government organizations and healthcare providers seeking to educate, influence, and uplift at scale—this is what success looks like.

National Disease Control Government Entity Utilizes Geofencing Programmatic Video & Display To Drive Awareness

Propellant Media was engaged to support the State Partnerships Improving Nutrition & Equity (SPINE) Program, a CDC initiative designed to promote equitable and sustainable food and nutrition security. The campaign focused on increasing awareness about infant and toddler nutrition among Black mothers and caregivers, directing them to state-specific landing pages featuring CDC-vetted nutrition guidelines.

healthcare government geofencing marketing

Strategy & Execution:

To maximize impact across five state health agencies, we implemented a multi-channel, data-driven marketing approach, ensuring message alignment with state priorities while customizing outreach for each market.

Results & Campaign Impact:

The campaign successfully engaged Black mothers and caregivers, driving significant awareness and interaction across all five states.

By utilizing a strategic mix of geofencing, social media, programmatic video, and OTT advertising, Propellant Media helped the CDC and state health agencies effectively increase awareness and engagement among Black mothers and caregivers. The campaign’s hyper-targeted approach, data-driven optimizations, and regional adaptations ensured maximum impact and improved audience reach.

Local Hospital System Utilize Omnichannel Advertising & Geofencing To Drive Disease Awareness

Propellant Media partnered with Children’s Healthcare of Atlanta to develop and execute a public health awareness and fundraising campaign aimed at increasing donations for sickle cell disease research. The campaign sought to engage the African American community, educate potential donors about the impact of sickle cell disease, and inspire contributions to support vital research and treatment efforts.

Strategy & Execution:

Our team implemented a data-driven, multi-channel digital marketing strategy to maximize reach, engagement, and conversion rates among the target audience.

Results & Impact:

The campaign delivered exceptional engagement and fundraising results, surpassing previous efforts in both donor acquisition and engagement metrics.

By leveraging a strategic mix of digital channels, community engagement, and data-driven By leveraging a strategic mix of digital channels, community engagement, and data-driven optimization, Propellant Media successfully elevated awareness, engagement, and donor participation for CHOA’s sickle cell research initiatives. This campaign highlights the power of targeted storytelling, advanced audience segmentation, and multi-channel execution in driving impactful public health fundraising efforts.

Government Public Health Institution Leverages Geofencing & Omnichannel Marketing To Drive Visibility

Propellant Media was engaged by CBG Strategies, LLC to support the Alabama Department of Public Health in increasing COVID-19 vaccination rates among African-American communities statewide. The campaign aimed to address vaccine hesitancy, misinformation, and access barriers by delivering tailored messaging that resonated with different regions and demographics within the state.

Strategy & Execution:

Given the complexity of the campaign, we designed a highly targeted, region-specific approach using multiple digital channels, leveraging community influencers, medical experts, and trusted local voices to increase credibility and engagement.

Results & Impact:

This multi-layered, data-driven approach allowed for deep penetration into Alabama’s African-American communities, delivering high engagement and measurable impact on vaccine awareness and adoption.

By leveraging a regionally customized, multi-channel advertising strategy, Propellant Media helped drive COVID-19 vaccination awareness and education among Alabama’s African-American communities. This campaign underscores the power of localized digital outreach, influencer engagement, and advanced geotargeting in addressing public health challenges.

Local Hospital Leverages Geofencing Marketing, Google & Meta For Successful Recruitment

We wanted to highlight a case study that was not higher education specific, but was relevant in the sense of running brand awareness and lead generation tactics through omnichannel media. 

Craig Hospital is a large hospital system on the west coast looking to recruit more nurses including CNA’s, Traveling Nurses, and RN’s.  They haven’t run Over The Top Connected TV Advertising or Geofencing Marketing in the past.  Given the stiff competition for nursing candidates, they realized they needed to both build their own brand recognition amongst nurses while also focusing on those who are in-market looking for nursing positions.

They have utilized other platforms including Zip Recruiter, Indeed, and other channels they thought would give them exposure to existing nurses who may be interested in switching to their company.

After hearing about geofencing marketing, they didn’t know if it could in fact be successful, but wanted it to remain part of their omnichannel marketing efforts.  We deployed geofencing marketing, programmatic audio, site retargeting, Google Ads, and a new tactic with Facebook/Instagram advertising in which we took our geofencing audience and pushed that audience into the Facebook Instagram Platform.

Marketing Mix For Nursing Recruitment Campaign

The team at Propellant Media developed a comprehensive 12-month strategy of geofencing, data targeting (nursing audiences), site retargeting, google ads, pre roll video, OTT/CTV Advertising, and facebook/instagram advertising.

Results Of The Geofencing Marketing Nursing Recruitment Campaign

Craig Hospital worked with Propellant Media for over a year.  Below were the results during that time.

Below is the summary of actual results we produced for the Hospital System.  The quote we received from the client was after implementation, their positions were steadily filled up as a result of the omnichannel marketing and geofencing advertising campaign.

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How Government Public Health Departments Can Use Data-Dri...

Effective public health communication is not one-size-fits-all. For government health departments tasked with promoting wellness and preventing disease acros...

ChatGPT in Healthcare: A New Era of Efficiency and Innova...

The healthcare industry is at a critical crossroads where innovation is desirable and essential for survival. With the digital health market projected to rea...

Digital Ads Strategies for Dentists: Attract More Patient...

Did you know that over 80% of people turn to search engines when looking for a new dentist? In crowded markets, this statistic underscores how vital a strong...

The healthcare industry is at a critical crossroads where innovation is desirable and essential for survival. With the digital health market projected to reach $660 billion by 2025, tools like ChatGPT are transforming how healthcare organizations connect, operate, and thrive.…
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What Is Geofencing Marketing: 30 Companies That Are Locat...

Finding geofencing companies and geofencing advertising companies that can white label their geo-fencing services can be difficult. Some require you to have ...

What Is Geofencing And How Does It Work?….Location Based ...

In order to understand geofencing, it is essential to understand what is a geofence. A geofence is a virtual perimeter for a real-world geographic area. A ge...

What Is OTT Programmatic Advertising? The Ultimate Market...

As SMB’s and corporations work to locate and adopt new digital advertising platforms, Over The Top TV (OTT Advertising) and Connected TV Advertising are ac...

The Best Geofencing Tactics for Urgent Care and Medical C...

Introduction: Why Geofencing Works for Urgent Care Clinics
Urgent care centers are critical healthcare hubs, often visited by individuals who can’t w...

How Government Public Health Campaigns Can Use Email and ...

In today’s information-saturated environment, cutting through the noise is vital—especially for public health departments responsible for protecting comm...

How Government Public Health Campaigns Can Leverage Progr...

Government public health departments face the critical challenge of educating diverse communities, driving meaningful behavior change, and promoting essentia...

YouTube and Video Marketing in Government Public Health C...

In the age of attention scarcity, video has emerged as the most effective way to educate, engage, and move communities to action. For government health depar...

Building a Full-Funnel Digital Strategy for Government Pu...

Government public health departments are tasked with a critical mission: driving awareness, changing behavior, and improving health outcomes—all while mana...

OTT and CTV Advertising in Government Public Health Campa...

Government public health departments face increasing difficulty in reaching diverse and dispersed populations. Traditional broadcast channels are no longer t...

Using Geofencing Marketing to Improve Local Government Pu...

Location-based marketing is a powerful yet underutilized strategy in public health. For government agencies, geofencing provides a unique opportunity to deli...

How Government Public Health Departments Can Use Data-Dri...

Effective public health communication is not one-size-fits-all. For government health departments tasked with promoting wellness and preventing disease acros...

ChatGPT in Healthcare: A New Era of Efficiency and Innova...

The healthcare industry is at a critical crossroads where innovation is desirable and essential for survival. With the digital health market projected to rea...

Digital Ads Strategies for Dentists: Attract More Patient...

Did you know that over 80% of people turn to search engines when looking for a new dentist? In crowded markets, this statistic underscores how vital a strong...

Did you know that over 80% of people turn to search engines when looking for a new dentist? In crowded markets, this statistic underscores how vital a strong digital presence is for dental practices trying to attract new patients. With…
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