Boston Medical Center — Paid Social Performance Engine

The challenge

BMC was already investing in paid social media, but performance was limited by fragmented creative strategy, inconsistent reporting, and content that was often repurposed directly from organic posts.

This created several problems: paid placements were not fully optimized, creative specs were mismatched, ad real estate was underused, content lacked clear testing frameworks, and reporting structures were inconsistent. The internal team needed a more unified way to plan, measure, and optimize. BMC needed a strategic reset and a partner who could support both execution and long-term enablement.

What Integral did

Integral led a comprehensive 12-month engagement across strategy, execution, optimization, and internal team support. Full-cycle campaign management spanned the paid social process from intake to analytics, including media plans, forecasting, execution, optimization, monthly reporting, billing, and reconciliation.

Integral developed channel-specific approaches for Meta and LinkedIn based on audience intent, platform behavior, placement nuances, and journey stage. Creative strategy guidance differentiated organic and paid content, recommending mobile-first assets, stronger visual hooks, branded end cards, platform-specific creative, and content designed to avoid fatigue. A structured testing framework helped BMC run hypothesis-driven creative tests with clearer KPIs, variables, and timelines. Integral also provided a tailored reporting dashboard, creative specifications, pixel naming conventions, and measurement guidelines to support long-term consistency.

Results and impact

The engagement helped BMC shift from inconsistent paid social execution to a more scalable, performance-focused system. Impact included better creative fit across platforms, improved internal alignment, clearer campaign structures, more useful reporting and optimization, more intentional audience and message planning, and a stronger foundation for ongoing paid social performance.

Integral helped BMC transform its paid social program from an ad hoc effort into a scalable, performance-focused engine while equipping the internal team with tools for ongoing improvement.

Strategic takeaway

Execution gets better when the system gets better. This project was not just about launching paid social campaigns. It was about building the structure behind the campaigns: better briefs, better creative, better testing, better reporting, and better internal alignment. That is how marketing becomes repeatable instead of reactive.