Supporting LGBTQIA+ Communities Through Strategic Advertising
Over 5.5 million ad impressions served to reach relevant audiences in the Atrius Health footprint
Atrius Healthcare System’s Pride+ Care Initiative is a groundbreaking program designed to enhance healthcare access and support for LGBTQIA+ communities in Massachusetts. With a mission to address healthcare disparities, Pride+ Care provides specialized services such as gender-affirming care, mental health resources, and family planning support. By partnering with Manicz Media, Atrius Healthcare launched a targeted digital advertising campaign to amplify the initiative’s reach and impact
The Pride+ Care Initiative
Atrius Healthcare’s Pride+ Care Initiative underscores their commitment to fostering inclusivity within healthcare. Based in Cambridge and Boston, Pride+ Care focuses on offering tailored healthcare solutions that address the unique needs of LGBTQIA+ individuals and their allies. With a comprehensive suite of services, Atrius Healthcare aims to bridge gaps in care and create a welcoming environment for all.
Manicz Media’s Strategic Approach
Manicz Media employed a multifaceted advertising strategy to promote the Pride+ Care Initiative. The approach included:
- Native Advertising Native ads were seamlessly integrated into high-traffic LGBTQIA+ and lifestyle content, enhancing trust and engagement by delivering messages within relevant contexts.
- Display Advertising Visually engaging display ads highlighted the initiative’s key services. These ads were placed strategically on LGBTQIA+-focused websites and local news platforms to ensure relevance and visibility.
- Programmatic Social Ads Through advanced programmatic social tactics, the campaign targeted users engaging with LGBTQIA+-themed content on premium websites with “social styled” ad units. By leveraging dynamic targeting and audience insights, these ads achieved higher click-through rates and meaningful engagement. Learn more about our Programmatic Social Advertising approach.
Campaign Targeting and Delivery
Primary Audience: LGBTQIA+ individuals (ages 18-65+).
Secondary Audience: Allies and influencers within LGBTQIA+ communities.
Geotargeting: Ads were served within a 5-10 mile radius of Atrius Healthcare’s locations in Cambridge (1611 Cambridge Street) and Boston-Copley Square (165 Dartmouth Street).
Manicz Media used contextual targeting to place ads alongside LGBTQIA+ news, health, and community content. Placements included both LGBTQIA+-focused websites and local news platforms in Massachusetts, such as:
| LGBTQIA+-Focused Websites | Local News Sites | Lifestyle Platforms |
|---|---|---|
| advocate.com | boston.com | buzzfeed.com |
| gaytimes.com | bostonglobe.com | refinery29.com |
| them.us | wbur.org | cosmopolitan.com |
| out.com | necn.com | vogue.com |
| queerty.com | patch.com/massachusetts/boston | allure.com |
| autostraddle.com | universalhub.com | popsugar.com |
| pride.com | cambridgeday.com | vice.com |
| lgbtqnation.com | bostonherald.com | people.com |
Micro-Persona Audience Segments
To ensure precise targeting, Manicz Media developed detailed micro-personas:
- LGBTQ+ Advocacy Groups: Ages 18-34, interested in LGBTQIA+ issues (Source: GLSEN – Nielsen).
- Transgender Health Services: Adults seeking gender-affirming care (Source: Circana).
- HIV/AIDS Awareness: LGBTQIA+ individuals at risk for HIV/AIDS (Source: Veradigm).
- LGBTQ+ Mental Health Support: All ages seeking mental health resources (Source: Circana).
- LGBTQ+ Family Planning: Couples planning adoption or fertility treatments (Source: Acxiom).
- LGBTQ+ Seniors: Older adults seeking healthcare and social support (Source: Acxiom).
- Gender-Affirming Surgeries: Adults considering gender-affirming surgeries (Source: Veradigm).
- LGBTQ+ College Students: Ages 18-24, identifying as LGBTQIA+ (Source: Microsoft).
- LGBTQ+ Professionals: Adults seeking career development (Source: Google).
- LGBTQ+ Parents: Parents seeking parenting resources (Source: Nielsen).
Campaign Results
Manicz Media’s strategic approach delivered impressive results:
5,504,932 Impressions & 6,965 Direct Ad Clicks
- Native Advertising: 2,240,396 impressions, 2,903 clicks, 0.13% CTR.
- Display Advertising: 2,518,454 impressions, 1,809 clicks, 0.07% CTR.
- Programmatic Social Ads: 746,082 impressions, 2,253 clicks, 0.30% CTR.
Optimization Strategies
- Leveraged micro-persona data to deliver hyper-targeted messaging.
- Utilized contextual targeting to align ads with LGBTQIA+-focused content and local news sites.
- Applied geotargeting to focus on audiences near Atrius Healthcare locations in Cambridge and Boston.
- Optimized ad creative for relevance to each micro-persona segment.
- Enhanced programmatic social campaigns by dynamically adjusting targeting based on engagement metrics.
- Monitored site performance to prioritize high-CTR platforms like advocate.com and boston.com.
- Integrated diverse ad formats (native, display, social) for multi-channel reach.
- Applied data-driven insights from Nielsen, Circana, and Veradigm to refine audience targeting.
- Conducted A/B testing on ad copy to maximize impact.
- Focused retargeting efforts on users who interacted with initial campaign touchpoints.
Conclusion
Atrius Healthcare’s Pride+ Care Initiative exemplifies how thoughtful, data-driven advertising strategies can make a meaningful impact. By combining native, display, and programmatic social ads, Manicz Media successfully connected Atrius Healthcare with LGBTQIA+ communities. This campaign showcases the power of micro-personas, geotargeting, and strategic media placements in promoting inclusivity and accessibility in healthcare.
