Turning paid social from ad hoc activity into a scalable performance engine.
Boston Medical Center needed a cohesive paid social strategy, stronger creative practices, and clearer reporting structures across Meta and LinkedIn.
Client: Boston Medical Center
Industry: Healthcare
Focus: Paid Social Strategy, Execution, Optimization, Internal Enablement
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.
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.
The work included:
Full-cycle campaign management
Integral managed the paid social process from intake to analytics, including media plans, forecasting, execution, optimization, monthly reporting, billing, and reconciliation.
Channel-specific strategic approach
We developed approaches for Meta and LinkedIn based on audience intent, platform behavior, placement nuances, and journey stage.
Creative strategy for paid placements
We created guidance to differentiate organic and paid content, recommending mobile-first assets, stronger visual hooks, branded end cards, platform-specific creative, and content designed to avoid fatigue.
Testing framework
We developed a structured testing framework to help BMC run hypothesis-driven creative tests with clearer KPIs, variables, and timelines.
Reporting dashboard and implementation guidance
We 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.
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.
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