Reviving Awareness: NJ Poison Control Center’s Digital Outreach Success
How a Targeted Marketing Campaign by SCG Increased Engagement and Positioned NJPIES as New Jersey’s Trusted Resource for Poison-Related Emergencies
Challenge
Situation Analysis:
NJPIES is New Jersey’s poison control center. It operates a hotline 24/7 and is staffed by healthcare professionals to assist with concerns related to drugs, chemicals, food, and other poison exposures. In many instances, cases can be resolved over the phone, usually avoiding an unnecessary trip to the emergency room. The center had not engaged in any marketing campaigns in many years.
NJPIES reached out to SCG to develop a marketing outreach campaign designed to create awareness of the center and help drive residents to the website to learn more about the center’s resources, and become aware that many issues related to poison can be addressed and solved by calling the center.
Objective:
To create awareness and usage of NJPIES as a state-wide resource during non-emergency situations to English and Spanish-speaking residents.
Solution
SCG launched a multi-media campaign utilizing a mix of digital tactics to reach the target audience. Tactics included Programmatic Digital Display and Sponsored content, Google Ads and Paid Social Media ads in both English and Spanish.
Locations throughout the state were geotargeted, as well as other web sites where the target may be such as cnn.com, nj.com, foxnews.com, nfl.com, etc.
Results
The campaign generated over 10,000 clicks per month to its website from the Google Ads and over 2,000 clicks per month from its paid social ads. Most important, according to the client’s GA4 analytics, 63% of visits to the website came from the Google Ads campaign.
of visits to our website came from the Google Ads campaign
