Cohen Veterans Network Brand Growth Case Study
By designRoom | March 20, 2023
A Success Story in Effectively Marketing Telehealth
Marketing Challenges
There is no question the pandemic took its toll on the mental health of many individuals, but it was especially difficult for veterans, families and active-duty service members. Cohen Veterans Network (CVN) needed help adjusting their online marketing strategy to adapt to the changes in the mental health sphere throughout and after the pandemic.
With more people spending time online than ever before, there was a need to keep Cohen Veterans Network’s Back To Better marketing campaign fresh, especially as they ventured into new markets.
CVN's ongoing campaign was built on real client testimonials, and that was something we weren't willing to compromise on. We knew that acquiring client stories, even when face-to-face interviews were impossible, would remain integral to connecting with CVN's audience.
designRoom created multiple digital display ads at different sizes and placed them strategically across relative websites CVN's audience would be visiting the most.
designRoom also created multiple digital social display ads for Facebook and Instagram. Real veteran story videos were embedded into the ad posts.
Marketing Solution
With a surge in online content consumption came a sudden spike in the popularity of telehealth, something CVN already offered to their clients. The pandemic provided an opportunity to capitalize on this, and that meant keeping the campaign fresh, relevant and relatable. And, with video consumption at an all-time high, we needed to find ways to get additional content.
Multiple ad displays posted through carousel functionality so CVN's audience could scroll through veteran stories.
Marketing Solution
We quickly introduced the idea of Zoom interviews to help us acquire enough fresh content to meet demand. While these video calls were lower quality, we found they represented a reality more people were becoming familiar with during the pandemic. By moving to video interview calls, we found there was a shift in how people shared with us. Being interviewed in the environments that were most comfortable to them allowed these clients to share more openly and authentically.
With the new content, we focused on restructuring keywords used in CVN behavioral health marketing campaigns to capitalize on additional traffic. The goal was to make smart optimizations that spread their budget further and focused on acquiring more qualified leads.
Digital ad displays executions. Multiple sizes were developed and the above visual illustrates 300x250 and 768x90.
Marketing Impact
In 2020, Cohen Veterans Network experienced a 33% increase in click-through rate for their digital marketing campaigns. In 2022, updates to social media to match the more organic feel of other digital marketing campaigns more than doubled the click-through rate.
During the pandemic, almost 100% of the leads CVN received were telehealth appointments, and post-pandemic, leads have shifted back to a mixture of in-person and telehealth. Our quick response to the changing needs of potential clients contributed to CVN’s continued success through the pandemic and beyond.
“designRoom’s approach seems very personal. It’s not a big global agency with a cookie cutter process. They really get to know us and make sure we’re getting what we need.”
Elise Harte, Cohen Veterans Network, Director, Digital Marketing and Strategic Initiatives
Instagram ad displays executions.
About dR
At designRoom, we make it our business to find real answers and create custom healthcare brands. We believe effective healthcare branding is grounded in research, directed by insight, and driven by strategy.
We love seeing how strategic branding helps the right clients find the right organizations and receive the right care. That’s been our focus for over a decade. Today designRoom is an award-winning, national branding and design firm, known for helping clients build and promote healthy, sustainable brands. And we are super proud of that.