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Geisinger Scranton Brand Campaign

Geisinger Scranton Brand Campaign

Geisinger recognized a need to focus on the Scranton area due to evolving community needs and increased competition that challenged Geisinger's historical dominance in the market.

Case Study

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OBJECTIVES

Geisinger wanted to show up for the Scranton community, prove their commitment to residents, and confirm confidence in their care services.

OPPORTUNITY

Based on Geisinger's objectives the Vision Media planning team recommended a two-wave (April - May & June - August), hyper-local media plan to reach parents 25 - 54 with chidren in the home up to 18 YO, and a second audience of 55+. 

The approach:

• Precision reach to defined local geographies

• Mix of premium subscription CTV and YouTube OLV for video attention

• Local news to connect brand message to community information habits 

• Complement with PBS, broadcast radio, OOH, print, and cinema for real community presence 

• Creative rotation of :30s followed by :15s in Wave 2.     

• Optimization toward channels to increase brand affinity and trust signals 

Channels:

OTT/CTV, YouTube OLV, broadcast radio, local print, local TV, OOH, Cinema ads 


Measure against cost and quality benchmarks, and optimize between Waves to lift completion rates, lower costs per, and deepen local relevance.

Outcomes

Advanced Geisinger's awareness with local scale and premium on-screen delivery. 

A positive reputation was strengthened with investment in CTV and increased local news exposure, where trust cues are strongest. 

A community-first plan prioritized parents and older adults who have been most affected by local healthcare changes. 

The Scranton campaign built a stronger association between the health system and community service, reinforced stability through local visibility, and aligned brand messaging with family health priorities.      

• Over 1.45 million video impressions inside the local community      

• Over 70k unique households reached through OTT/CTV with a 13.5 average frequency across both waves      

• Average OTT/CTV CPM of 36, which is the lower end of the CPM benchmark range      

• YouTube OLV CPV 25% more efficient than benchmark in W1, with additional 10% reduction in CPV in W2. 

The campaigns met or beat cost and completion benchmarks, grew delivery in trusted local contexts, and improved video efficiency and engagement W2. 

Most importantly, the combined effect built awareness, reputation, and goodwill exactly when the community needed clear proof of commitment.

  • In-region campaign video impressions

    1.45M

  • Wave 1 to Wave 2 impression growth

    +21%

  • YouTube CPV

    -10%

    Beat benchmark and improved W1 to W2

  • +12%

    YouTube VCR - Lift W1 to W2

  • OTT/CTV

    +70K

    unique & local households reached

Testimonial

"Vision Media isn’t a giant global agency with offices in NYC, but Steve and his experienced team are big for Geisinger in every way I could ever ask."

Jeff Bean, Former Vice President System Marketing and Brand at Geisinger Health

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