MePACS · Healthcare
Six years of double-digit growth, from one state to national
A business that had never advertised, taken to market in Victoria first, then interstate with search and social catching the demand it created.
- Client
- MePACS, a division of Peninsula Health
- Industry
- Healthcare
- Engagement
- Full media strategy, planning and buying
Year-on-year sales growth
Cost of sale
Years Continuous double-digit sales growth YoY
The situation
MePACS is Peninsula Health's personal alarm service — 24-hour emergency response for seniors, healthcare workers and people living on their own. When it came to us it had never advertised. Every customer it had was there through Peninsula Health's own hospital network or through word of mouth, which had built a solid base in Melbourne and virtually no recognition anywhere else. The ambition was a national service, and there was no marketing history to build it on — not interstate, and not at home either.
What we did
- 1
Started in the state they were already known in
Before going interstate, we took MePACS to market in Victoria. The base there had been built on referrals rather than advertising, so the first job was to reach the rest of the state with a paid presence and grow that base while the business found out what its own advertising could do.
- 2
Took the same approach into New South Wales and Queensland
Radio, broadcast television and BVOD, running twelve months a year, in bursts. MePACS was starting from almost no recognition in either state, so the presence needed to be continuous rather than concentrated into short flights.
- 3
Caught the demand the reach channels created
Paid search and social sat underneath, converting demand mass media generated instead of letting it leak, with cost per acquisition read region by region rather than nationally.
The result
Sales grew 30% year on year and cost of sale came down 30% over the same period. New South Wales lifted 64% year on year and Queensland 150%. MePACS delivered double-digit sales growth every year for six years.
A business that had never run an advertisement is now a national one, and six years on it is still growing.
“The team at AdUnion have taken the time to learn and understand my business extremely well. They have built a comprehensive understanding about the Aged Care industry, always going above and beyond what I expect from a Media Agency...I trust the team at AdUnion to put my interests first and support my business objectives. Their approach is unique in market which makes it a successful partnership and fun to work with.”