One Health Performance Marketing Campaign
Introduction
As a Performance Marketing Intern at OneHealth, I was responsible for planning and executing a one-month paid advertising campaign to increase subscriptions to the company’s digital healthcare app. The project emphasized data-driven iteration, strategic channel testing, and measurable business impact.
Project Overview
Client: One Health (New York-based general hospital)
Project Type: Performance Marketing Strategy
My Role: Performance Marketing Strategist, responsible for Meta & Google ads, Campaign Planning, A/B test, KPIs tracking and optimization strategy implementation
Duration: 4 weeks
Tools Used: Meta Ads Manager, Google Ads, Google Analytics, Excel, google sheets
Skills Used:
Performance marketing, ROI analysis, ad testing, budget optimization, copywriting, funnel strategy, data reporting
Objective:
- Increase app subscriptions by 30% within one month
- Optimize Cost per Acquisition (CPA)
- Improve Return on Ad Spend (ROAS)
- Identify high-performing channels and messaging
Strategy & Solution
Challenge
- Varying ad performance across different platforms
- Lower-than-expected conversion rates despite strong impressions
- High CPA for certain audience segments and campaigns
to this project.
Process & Approach
- Designed a multi-channel campaign targeting three distinct personas (Group, Partner, Personal)
- Ran ad groups across Meta (Facebook & Instagram), YouTube, Google Search, and Display
- Continuously monitored campaign KPIs (CTR, CPA, ROAS, Conversion Rate)
- Reallocated budget mid-campaign based on performance insights
Soft Skills Practiced:
Agility under feedback loops, analytical thinking, stakeholder communication, A/B testing strategy
Key Actions & Outcome
Key Actions Taken:
Google Ads: Search and YouTube delivered strong conversion rates and ROAS; Display underperforme
Outcome:
Achieved a 34% increase in app subscriptions within one month, surpassing the original goal. Group Ads and YouTube were the most effective channels, delivering up to 8.1x ROAS and 9.09% conversion rate respectively.
Curious? So Am I.
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Let’s Talk.