Healthcare Advertising Case Study: Scaling a Campaign from 6 to 104 Markets
In this healthcare advertising case study, we break down how a Nexstar client scaled a healthcare campaign from a small regional test into a 104-market national rollout — all while keeping messaging locally relevant to the audiences that mattered most.
The Challenge
The client needed to activate Nexstar’s healthcare platform through premium, high-frequency placements, with one clear goal: reach and engage adults 50+ at every stage of the marketing funnel. That meant balancing national scale with the kind of local trust and relevance that only community-level media can deliver.
The Approach
This healthcare advertising case study started small — a 6-market test designed to prove the model before expanding. The strategy combined Nexstar’s full range of local and national properties, including STV premium, Antenna TV, NewsNation (a Nexstar-exclusive product), and local news programming. Layering these properties together allowed the campaign to scale broad, national-level impact without losing the hyper-local relevance that keeps adults 50+ engaged.
Once the initial test proved successful, the campaign expanded well beyond its original footprint, eventually reaching 104 U.S. markets.
The Results
- Scaled from a 6-market pilot to 104 markets nationwide
- Exceeded initial campaign performance goals by 30%
- Turned a new client into a returning Nexstar partner
This healthcare advertising case study shows what’s possible when national reach and local relevance work together — and why more advertisers are choosing Nexstar’s combined platform to reach adults 50+ across the funnel.
Advertiser name withheld due to the confidential nature of this business.