Healthcare Opps: AtlantiCare hires CMO amid YTD spend increases (Score 47)

Sales lead: This hire may lead to spend shifts & agency reviews. 

• AtlantiCare Health System named Robin Wyatt CMO, effective July 2023.
• Wyatt most recently served as Northwell Health's marketing VP.
• She now leads all of AtlantiCare's marketing operations. 

Target demographic: Wide range of individuals in NJ

The company will likely:

• Continue increasing ad spend
• Try new ad channels
• Make changes to its agency roster

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: AtlantiCare spent around $40.1k on digital display ads YTD, a significant increase from $6.3k spent in this channel during the same time period of 2022. 
• YTD data: 3.4m impressions via desktop display (87%) and mobile display (13%). 
• 2021-2022 spend: Full-year spend fell 45% from $11.6k in 2021 to $6.3k in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as philly.com, aol.com, and pressofatlanticcity.com. It placed 1% of these ads through an unknown channel onto sites such as aol.com and philly.com. 

Additional channel insights  

• Vivvix: AtlantiCare also invests in OOH, print, and local broadcast. 

Agency analysis:

• Opportunity: The CMO hire signals you may be able to pick up some of AtlantiCare's business. 
• Current roster:
  • Aloysius Butler & Clark: media AOR