Media Works launches an App to power a campaign that delivered a 650% boost to web traffic and a 10% conversion rate

About LifeBridge

LifeBridge Health operates four hospitals, affiliated centers and an extensive network of Community Physicians in the Baltimore metro area.

The Marketing Objective

LifeBridge was looking to update an existing campaign to raise awareness about their Community Physicians locations and drive new patients to those neighborhood locations. The existing media plan was “hyper-local,” and any new ideas had to be just as localized.

Media Works’ Approach

Nothing provides more localized information than our mobile phones and mobile is the first platform people turn to search for local services providers. Working with an app development partner, Media Works created a branded “In Case of Emergency” (ICE) smartphone application, ICE App Plus, for LifeBridge Health to help people if emergency responders found them in an emergency. The app also connects people to the many community physicians in the Baltimore area. Media Works enhanced the existing campaign by promoting the app through mobile placements to drive downloads.


In-campaign website traffic increased 650% after the launch of the ICE App Plus. The campaign generated over a 10% conversion rate. Consumers are still downloading the app one year after the campaign finished!

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