At a Glance

Client

Large Hospital Network

Engagement

Marketing Mix Modeling

Project

Dual Patient Decision Path Map

Focus

Increase Marketing Efficiency

Duration

Two Years

Overview

The work turned spend decisions into a repeatable model for growth.

A large hospital network needed a clearer way to grow marketing-driven new patient acquisition inside a fixed budget.

We built a connected marketing mix modeling system that surfaced the truth in the system: two different patient decision paths, each with different timing and response patterns.

This gave a defendable view of channel ROI, diminishing returns, and a mix that could drive more new patient volume with less waste.

The Proof

The hospital network shifted spend with more confidence and better visibility into marginal gain. Those gains came from a model the team could explain, defend, and use again as the budget moved. They improved cost per acquisition efficiency over two years all while reducing overall working media spend.

8%

Reduction in working media spend
2

Patient decision paths modeled

The Challenge

The hospital network needed to grow acquisitions without adding spend. They also needed a clearer read on which channels actually drove new patients, how returns changed as spend increased, and how outside factors like COVID-19 affected demand.

A nurse pushing a patient in a wheelchair. Both are wearing face masks.

The absence of that clarity made incremental budget decisions harder to defend.

The Solution

We collected historical marketing and operations data, then added relevant contextual inputs, including regional COVID-19 case counts. Using a Bayesian marketing mix model, the team analyzed new patient volume patterns and identified two underlying patient types: one with a longer decision process and one that moved faster.

A doctor and a nurse in face masks examining a patient on a monitor.

The model quantified channel-level ROI, diminishing returns, and the optimal mix for maximizing new patient volume. With that architecture in place, the hospital network shifted channel mix and made incremental spend decisions based on predicted marginal gains across channels.

Cross-Brand Template Drives Adoption

A templated, user-first design system focused on purchase-intent allowed Blistex to extend seamlessly across eight brand experiences while maintaining unique experiences.

+40%

Lift in monthly user sessions from non-brand searches
+5%

Increase in new users from organic search
+10%

YoY increase in “Shop Now” interactions

At a Glance

Client: Blistex
Engagement: UX & Web Design, Web Development
Portfolio: Blistex, Odor Eaters, Stridex, Tucks, Kanka, Glysomed, Invarest, Foille
Focus: Resusable Site Template to Drive Intent

Overview

The result was repeatable model for turning search, site visits, and retail intent into measurable action.

Blistex came to us with a clear growth ask: make it easier for shoppers to move from digital discovery to purchase across eight brands.

We built a connected, simplified web experience that matched how people actually shop: one architecture, brand-specific personas and journeys, and where-to-buy functionality that showed real-time inventory and pricing across key retailers.

The Goal

Blistex wanted to drive omnichannel purchase capability across its eight brands and create a consistent user experience that made it easier for shoppers to find where to buy.

Purchase Intent

Connect digital discovery to purchase across both online and brick-and-mortar retail.
Brand Consistency

Deliver a coherent shopper experience across eight distinct brand sites without losing what made each brand its own.

The Challenge

Eight brands needed a shared architecture without losing what made each one distinct.

An image with the following logos - Blistex, Odor-Eaters, Stridex, Tucks, Kank-A, Glysomed, Ivarest and Foille

Blistex also needed where-to-buy functionality that could surface accurate online and offline inventory and pricing across key retailers, while keeping the system manageable behind the scenes.

The Solution

We built personas and purchase journeys for each brand, and designed a site architecture to scale across the full Blistex brand family, with a single content management system behind it. This reduced support time and kept the experience consistent. We found where-to-buy providers that could surface real-time inventory and pricing across retailers and integrated this into the experience.

The Proof

The new system gave Blistex brands a way to connect digital media to purchase intent across both online and brick-and-mortar stores. Better search visibility, clearer paths to buy, and a cleaner operating model behind the sites drove measurable impact.