Intermountain Health
Transforming Health Care Marketing Through Strategic Custom Creative
Challenge
When Intermountain Health needed to drive patient awareness, engagement and appointment bookings across multiple service lines in the Peaks Region, they faced a common health care marketing challenge: how to cut through the noise of generic health care advertising to connect with patients who needed life-saving screenings and care.
Traditional stock photography and standard messaging weren’t delivering the results that the Intermountain Health and GFM|CenterTable teams knew they could generate with a greater investment into custom creative. In 2024, the organizations partnered to revolutionize the social media advertising strategy, moving away from typical imagery and copy to create custom, audience-centric creative that felt “authentically social” while maintaining Intermountain’s trusted brand identity.
Approach
Our team developed a comprehensive custom creative strategy that transformed how Intermountain Health connected with patients across multiple service lines.
Custom Creative Development
- Moved beyond generic stock photography to create differentiated, engaging vertical video concepts that captured attention fast and effectively
- Developed audience-centric messaging that resonated with specific patient demographics
- Integrated Intermountain brand elements seamlessly into social-native content
- Created campaign-specific creative for each service line and awareness month
Data-Driven Campaign Optimization
- Implemented rigorous performance tracking across all campaigns
- Continuously optimized creative based on engagement metrics and conversion data
- Developed insights from each campaign to inform future creative development
- Established clear KPIs for click-through rates, cost-per-click and patient conversions
Multi-Service Line Strategy
- Executed targeted campaigns for lung cancer, mammography, colon cancer, stroke, heart and primary care
- Customized messaging and creative for each service line’s unique patient journey
- Coordinated campaigns with national awareness months for maximum impact
- Developed scalable creative processes for ongoing campaign success
Sample Creative
Results
The strategic shift to custom creative delivered unprecedented results across every service line, dramatically outperforming previous campaigns.
Cost Efficiency: Custom creative reduced cost-per-click dramatically while increasing engagement, proving that authentic content delivers superior return on investment (ROI).
Patient Connection: By moving beyond stock imagery to authentic, social-native creative, campaigns achieved click-through rates that exceeded industry benchmarks by significant margins.
Scalable Success: The custom creative approach proved successful across multiple service lines, demographics and campaign objectives, establishing a replicable model for ongoing success.
Custom Creative Development
Dramatic Click-Through Rate Improvements: Custom creative campaigns achieved click-through rates that were up to 6x higher than previous stock photography campaigns.
Significant Cost Reductions: Cost-per-click decreased by as much as 87% while maintaining higher engagement levels.
Incremental Scheduled Appointment Increases: Direct patient conversions
increased from campaign engagement, demonstrating clear ROI on marketing
investment.
Measurable Health Impact
Beyond marketing metrics, campaigns directly drove patient actions—from scheduling appointments to accessing care—contributing to improved community health outcomes.
This version maintains the impact while keeping the specific metrics and service line details confidential, focusing instead on the overall transformation and appointment booking success.
When your health care organization needs to break through the noise of generic health care marketing and create authentic connections that drive patient action, GFM|CenterTable delivers the strategic expertise and creative excellence that transforms marketing performance and improves patient outcomes.
