Vivian Health names CMO amid spend increases (Score 67)
Sales lead: This hire will directly impact the company's marketing strategy & agency roster. .png)
- Vivian Health (VH) recently selected Bill Kong as CMO.
- Kong is now responsible for VH's brand vision, strategy, and execution.
- He spent the past four years as Rover.com's CMO.
Target demographic: Healthcare professionals seeking work
The company will likely:
- Continue trying new channels
- Keep ramping up ad spend
- Build out the agency roster
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: VH started airing national TV ads this year, spending about $59.1k so far.
- Ad programming: It placed ads during programming such as Dateline, The Pioneer Woman, My 600-Lb. Life, Storage Wars, and Erin Burnett OutFront.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: VH spent about $245.7k on digital display ads YTD, a 12% increase from $218.6k spent in this channel during the same time period of 2022.
- YTD data: 30.5m impressions via Facebook (56%), Instagram (24%), and YouTube (20%).
- 2021-2022 spend: Full-year spend increased by 16% from $488.8k in 2021 to $569.4k in 2022.
- Ad location: It placed 100% of these ads directly onto facebook.com, instagram.com, and youtube.com.
Agency analysis:
- Opportunity: Contact the new CMO now to secure top priority.
- Current roster:
- The Bliss Group: communications
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.
Contacts:
Bill Kong
Chief Marketing Officer
bill@vivian.com
Jenny Chiu
Vice President, Marketing
jenny@vivian.com
Florence Su
Vice President, Performance Marketing
jenny@vivian.com
