How an Amazon Video & OTT Campaign Helped a Drug & Alcohol Addiction Treatment Facility Generate More Leads

When it comes to providing vital services like addiction treatment, maintaining a steady flow of patient admissions is crucial. Our client, a drug and alcohol addiction treatment facility, offers a range of services including clinical inpatient and outpatient care, transitional living, crisis response, and inpatient detox. They also make their services accessible and affordable through in-network insurance coverage, reducing the cost of care for patients and their families

However, after a period of strong referrals, patient admissions began to decline. Traditional marketing methods like broadcast TV, billboards, and limited social media weren’t delivering the results they needed. To drive awareness and generate new leads, they turned to digital advertising, and that’s where we came in

The Digital Strategy: Amazon Video & OTT

To turn things around, we implemented an Amazon Custom Audience Matching and Lookalike strategy, targeting a list of over 15,000 referrals who had not yet become patients. Here’s how we did it

• Video Ads on Amazon’s Publisher Service and Properties: We produced a series of five 30-second videos featuring the rehab centers, showcasing their services and facilities. These videos were delivered across Amazon’s extensive network, including Amazon Properties and OTT (over-the-top) platforms like connected TVs, which allowed us to reach a wider audience.
• OTT Retargeting: We retargeted visitors who had been to the client’s website but hadn’t yet converted. This added a layer of reinforcement, keeping the facility top of mind for individuals who had shown interest but hadn’t taken the next step.
• Conversion Tracking: To measure the effectiveness of our campaign, we tracked three main conversion points—phone calls, live chat leads, and lead form submissions. OTT was used primarily for branding, but by optimizing the campaign based on performance data, we were able to enhance conversions across the board.

The Results

The results of the campaign were impressive

• 2.04% click-through rate on video ads, well above the industry average.
• A 121% increase in conversions compared to the previous year.
• The use of Amazon’s Demand-Side Platform (DSP) allowed us to reach potential patients in ways that no other platform could, including highly targeted OTT ads based on a CRM list.

This multi-pronged approach allowed us to connect with the right people, at the right time, and on the right platform. Our client saw a significant boost in awareness, engagement, and, most importantly, patient admissions

Conclusion

This case illustrates how innovative digital strategies like Amazon Video and OTT advertising can drive tangible results, even in highly specialized industries like addiction treatment. By leveraging advanced targeting and performance tracking, we were able to help our client increase both awareness and conversions, ultimately delivering the high-quality leads they needed

If your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions

For more information, email support@vicimediainc.com.