Einstein Healthcare Network & Ceros
Their Goals &
Our Solution
The Einstein team leveraged this interactive landing page as a way to educate consumers on their services, establish trust with their audience, and assert their expertise in the field. The ultimate goal of the landing page was conversions, in the form
of driving appointment requests. This interactive format proved to be useful as both an educational resource and lead generation tool, as it allowed the Einstein team to present dense information in an engaging, digestible way that encouraged conversions.
Rather than drive visitors immediately to a “Book an Appointment” form without any additional context on their services, or inundate visitors with the host of information available on the Einstein website, this intermediate step allowed them to better curate the user experience, without having to build out an entirely new page on their website.
Einstein Healthcare Network came to Ceros looking to enhance their social content and bring static, text-heavy assets to life in unique and immersive ways in order to educate their audience and encourage appointment requests. Access to the Ceros platform and professional services enabled them to tell a compelling visual story through a bespoke, interactive web experience that drove engagement and conversions.
The “Services” section concisely outlined several health conditions that the MossRehab centers can help address, via six tiles that visitors could interact with to learn more and see results. The tiled design of this “Services” section was optimized for mobile and successfully distilled dense, complex information in a clear, concise, and compelling format. Visitors engaged with the information that is most relevant to their needs, thus driving more appointment requests.
to create an interactive landing page highlighting the services available at their MossRehab hospital. MossRehab is among the top ranked physical rehabilitation facilities in the country, according to U.S. News & World Report. The landing page captured MossRehab’s services, awards, customer testimonials, critical COVID-19 information, and office locations, in a concise and interactive format. The Ceros team distilled six pages of copy, provided by Einstein, into five, easy-to-understand visual sections, allowing visitors to freely navigate the page and interact with information most relevant to their needs.
The page was promoted on Facebook and Instagram. Visitors were driven to the interactive Ceros landing page after clicking on or swiping up on an ad from Facebook and/or Instagram Stories.
Einstein leveraged Ceros
Key Takeaways
Performance Metrics
Campaign Background
Campaign Overview
of visitors clicked an outbound link on mobile
By the Numbers
3%
10%
of visitors clicked an action within the piece on mobile
users clicked the “Book an Appointment’ CTA
525
average time spent on mobile
23s
In total, Einstein’s Ceros landing page drove:
With Ceros
Without Ceros
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SWIPE-UPS LOREM IPSUM
123,000
ENGAGEMENT
5x
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What we discovered is that our users are not always ready to make an appointment right away. They want to explore, to learn a little more about our physicians, and to learn a little more about our expertise before they make that decision.
Larry Blumenthal
“”
Key Insights
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The Ceros team seamlessly embedded a third-party lead capture form from Einstein Healthcare’s marketing automation system, HubSpot, allowing the client to streamline tracking.
NEED SUBHEADING HERE
Learn More
Ceros is an experiential content creation platform that enables companies to create interactive, digital content without traditional development or code.
The world's leading brands are leveraging Ceros to create rich, interactive, and immersive Pin Extensions that drive engagement and conversions.
Einstein Healthcare Network is a leading healthcare system with approximately 1,000 licensed beds and 8,500 employees serving the communities of the Greater Philadelphia region.
MossRehab is a member of the Einstein Healthcare Network, the largest independent medical center in the Philadelphia region.
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Director, Digital Strategy, Einstein Healthcare Network
We’ve been relying on landing pages as a way to provide a better user experience on mobile.
“”
Rachel Abramowitz
Digital Marketing Specialist, Einstein Healthcare Network
Further, the inclusion of clear calls to action–the “Book an Appointment” CTA—in the header and footer of the landing page—aligned well with the team’s goal. The Ceros team seamlessly embedded a third-party lead capture form from Einstein’s marketing automation partner, HubSpot, allowing the client to streamline tracking.
The secondary goal of the landing page was driving increased engagement and awareness. The Einstein team sought to develop brand trust and better educate their audience on their range of services. Including human elements–customer testimonials and empathetic, emotionally-charged copy–helped achieve this goal of authentic storytelling.
Our Services
The Einstein team relied on the Ceros Professional Services team to produce this landing page. Ceros’ Professional Services can be engaged for end-to-end project completion, or for assistance at any stage along the content creation process. Our creative team is expert in the Ceros platform and can cover all aspects of the deliverable–from ideation to execution. In this case, the project involved a Ceros producer, project manager, digital strategist, content strategist, and user experience designer. Our team was able to distill six pages of copy into one interactive, immersive, and visually-compelling landing page. The Ceros team produced the mobile variant of the landing page. The Desktop variant was produced in-house by the Einstein team, following our delivery of the mobile variant.
Empowered by the Ceros platform, our team can produce stunning web content in record turnaround times, as our cloud-based studio removes the need for any coding or development work. The Professional Services team scoped three and a half days of active build time for this landing page. In total, the project took three weeks to complete after receiving the creative brief and assets, including two rounds of client feedback and revisions.
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The Ceros team seamlessly embedded a third-party lead capture form from Einstein Healthcare’s marketing automation system, HubSpot, allowing the client to streamline tracking.
The secondary goal of the landing page was driving increased engagement and awareness. The Einstein Healthcare team sought to develop and better educate their audience on their range of services. Including human elements, customer testimonials and empathetic, emotionally-charged copy–helped achieve this goal of authentic storytelling.
Performance & Optimizations
The Ceros platform afforded Einstein the opportunity to not only better engage their audience, but also to understand exactly how their audience consumed their content. Interactive, digital experiences incentivize visitors to take action, thus providing advertisers with deeper insight into audience behavior. Through Ceros’ analytics dashboard, advertisers can gain insight into how users are engaging with their Ceros content from high-level KPIs (i.e. visitors, opens, page views), down to granular engagement KPIs (i.e. time spent, social shares, interaction clicks, video engagement, outbound link clicks, interaction clicks by object).
It really was a page that is optimized for social and for the mobile experience. People who were coming to it from mobile were much happier, filled out the form at higher rates, and were responsive and engaged.
Rachel Abramowitz
Digital Marketing Specialist, Einstein Healthcare Network
“”
Test-and-Learn Mindset
Since Ceros is cloud-based, our team was able to make real-time updates to optimize the live content towards the goals outlined by the Einstein team. The ability to make real-time updates allows the Ceros team and the client to embrace an experimental, test-and-learn mindset, as we can decipher together how the content is performing and react accordingly.
For this project, our in-house digital strategist evaluated the performance of this landing page mid-campaign–looking at analytics, UX, design, and content– and offered the Einstein team several strategic optimization recommendations to streamline design and encourage engagement. These recommendations included making the CTA copy on the pop-up form consistent with the CTA copy on the landing page, reworking the layout of the “Services” section on Desktop, and updating the CTAs in the “Services” section to read “Learn More.” The Einstein team decided to move forward with every recommendation, allowing us to optimize the landing page mid-campaign.
to engage their audience with an interactive, immersive experience that educated visitors on their services and encouraged appointment requests. The creative was optimized for mobile engagement and allowed them to distill complex information in a clear, concise way. Their audience responded well to this immersive format, which let them interact with information most relevant to their healthcare needs. Most importantly, the campaign successfully generated conversions for Einstein, with 39 appointments booked directly from the landing page.
Looking to the future, Einstein hopes to continue to deploy these interactive landing pages across Facebook and Instagram, leveraging Ceros as a way to better engage their social audience.
Ultimately, Ceros enabled Einstein
Before Ceros
After Ceros
Before Ceros
After Ceros
UX & Design Optimization
Real-Time Updates
Analytics
Everybody was so amazing to work with and the landing page looks great. I think it's one of the best landing pages that we have. The interactive experience really worked well with our social audience and is definitely something we would use again.
Greg Leone
Senior Manager, Digital & Social Media Marketing, Einstein Healthcare Network
“”
Why Interactive?
total interaction clicks
2,408
appointments booked
39
14,670
total visitors
total time spent for all visitors
3d 22h
"Book an Appointment" CTA was most clicked object
Book an Appointment
What we discovered is that our users are not always ready to make that appointment right away. They want to explore, they want to learn a little more about our physicians, and they want to learn a little more about our expertise before they make that decision.
Larry Blumenthal
Director, Digital Strategy, Einstein Healthcare Network
“”
We’ve been relying on landing pages as a way to provide a better user experience on mobile.
Rachel Abramowitz
Digital Marketing Specialist, Einstein Healthcare Network
“”
Ceros to create an interactive landing page highlighting the services available at their MossRehab center, the largest provider of physical medicine and rehabilitation in the Philadelphia region. The landing page captured MossRehab’s services, awards, customer testimonials, critical COVID-19 information, and office locations, in a concise and interactive format. The Ceros team distilled six pages of copy, provided by Einstein Healthcare, into five, easy-to-understand visual sections, allowing visitors to freely navigate the page and interact with information most relevant to their needs.
The page was promoted on Facebook and Instagram. Visitors were driven to the interactive Ceros landing page after clicking on or swiping up on an ad from Facebook and/or Instagram Stories.
Einstein Healthcare leveraged
It really was a page that is optimized for social and for the mobile experience. People who were coming to it from mobile were much happier, filled out the form at higher rates, and were responsive and engaged.
Rachel Abramowitz
Digital Marketing Specialist, Einstein Healthcare Network
“”