A statewide breast cancer awareness initiative in a state that ranked last in the nation for mammogram screenings, and the digital and out-of-home work behind 746 scheduled appointments.
MPP services a substantial portion of Trinity Health's Regional Health Ministries, or RHMs, across several states, including Saint Alphonsus in Boise and the surrounding area. Each RHM operates as its own client, with its own goals, audiences, timelines, and budget, and the projects across Trinity Health number in the hundreds. That scale requires organization and attention to detail MPP has built its process around, along with a real familiarity with the Boise market specifically.
Saint Alphonsus brought that scale into focus with Pinky Promise, an initiative built to raise awareness of breast cancer screening across Idaho. The goal was direct: move Idaho off the bottom of the national ranking for mammogram screenings and get more women scheduled.
Digital billboards carried the Pinky Promise message across the Boise market, building the broad awareness the rest of the campaign built on.
MPP planned and bought digital ads across display, paid social, and search, then optimized daily as the October 2024 flight progressed. These channels became the largest source of leads in the entire campaign. The search campaign in particular performed well outside the norm, with a 12.62% click-through rate against a typical benchmark of 3.27%, likely a result of the omni-channel rotation building intent before someone ever searched.
Pinky Promise worked because the channels MPP managed didn't run in isolation. Out-of-home built the awareness, and display, social, and search caught the intent it created. That's Hi-5 in practice: knowing the audience, connecting the pieces, and watching the numbers that actually moved the needle on screenings, not just impressions.
