Case Study | CTV/OTT, Media Placement, Social Media
Macon & Joan Brock Virginia Health Sciences at Old Dominion
Looking to reach healthcare professionals earlier in their journey, Old Dominion launched a multi-channel campaign that drove awareness, sparked intent, and strengthened its applicant pipeline.
Driving Demand for Graduate Healthcare Programs
EVMS School of Health Professions, part of the Macon & Joan Brock Virginia Health Sciences at Old Dominion University, prepares the next generation of healthcare professionals through rigorous, clinically focused graduate programs. With many prospective students beginning their search 18–24 months before enrollment, EVMS focused on reaching future clinicians early—expanding awareness, building intent, and creating a durable pipeline to support the next wave of healthcare leaders.
The Challenge
The EVMS School of Health Professions (EVMS) wanted to increase visibility for its graduate programs while driving applications and high-quality inquiries from students and working professionals most likely to convert over time. Success required scale, precision, and efficiency—without sacrificing lead quality.
What We Did
We launched a multi-channel campaign across Connected TV (CTV/OTT), display, search, Meta, and LinkedIn, designed to balance broad awareness with highly personalized targeting. The campaign reached prospective students within a 200-mile radius of Norfolk, VA interested in college and adult education, while also engaging military and medical professionals for both brand awareness and Physician Assistant programs.
Additional targeting focused on healthcare-adjacent professionals, including clinic coordinators, case workers, and similar roles, for Pathologists’ Assistant and Surgical Assisting programs. As well as creative, academic, and continuing education–focused audiences for select campaigns. Across channels, messaging directed audiences to program-specific experiences designed to encourage applications or requests for information.
How We Did It
Connected TV played a central role in building awareness at scale, reaching households repeatedly with consistent messaging. Digital channels reinforced that exposure, capturing intent through search and re-engaging audiences through display and social. Messaging was timely, relevant, and aligned to each audience segment, with clear calls-to-action to apply or learn more about EVMS programs.
1.75M
Unique households reached
6,987
6,987 new leads generated
1,525
Completed applications
The Results
While enrollment outcomes are still maturing due to long graduate decision cycles, the campaign established a robust pipeline of future applicants that will continue to develop over the next 12–18 months. The campaign exceeded industry benchmarks by 101%, generated nearly 7,000 leads, and drove more than 1,500 applications. Matchback rates of 53% for inquiries and 64% for applicants confirmed that CTV advertising reached highly qualified audiences and built meaningful engagement.
By combining strategic audience targeting with a full-funnel media approach, AmbioEdu helped the Macon & Joan Brock Virginia Health Sciences at Old Dominion University strengthen awareness, drive applications, and lay the groundwork for sustained enrollment growth in future cohorts.