Language Matters: How Dual-Language Social Media Ads Helped a Healthcare Client

At Pushing the Envelope (PTE), we partner with organizations doing meaningful work and help them tell their story in a way that connects with the people who need them most.

One of those partners is ProScan Women’s Imaging at NCH, a healthcare provider offering life-saving mammograms to women across Southwest Florida. PTE developed a targeted social media advertising strategy to reach underserved communities, specifically women in low-income areas, through clear, trust-based, bilingual messaging – because when the message is about your health, it should be easy to understand and in your language.

THE CHALLENGE:

ProScan offers a Mammogram Match Program, which helps provide financial assistance to uninsured women for breast imaging services. To raise awareness of this program, they needed to reach women who may not know they qualify or feel uncomfortable navigating healthcare systems due to language or access barriers.

In an area where roughly 1 in 5 women speak Spanish at home, not adapting the strategy to include Spanish-first communication would mean missing out on a core part of the community: women who need services but would not feel seen or spoken to by English-only content.

THE STRATEGY:

Instead of launching separate campaigns with different creative direction, we expanded the impact of one. Here’s how:

• We developed parallel creative assets in both languages and tracked performance separately. The message stayed the same, but we ensured it could be understood and acted on in both languages.
• We took extra steps to ensure the ad copy and creative elements were accurately transcribed. Meta offers automatic translation within Ads Manager, but in healthcare, accuracy and empathy matter too much to rely on AI alone (and the translations were often clunky or read unnaturally). Luckily, a team member fluent in Spanish personally reviewed and refined every Spanish-language asset to ensure clarity, trust, and tone, something many businesses overlook when attempting bilingual marketing.
• We used Meta’s detailed targeting to reach people who spoke Spanish, women in zip codes or communities with limited access to care, and women who speak English as a second language (targeting people interested in learning resources like Duolingo). This ensured our messaging got in front of the people who needed it most.

RESULTS:

Through a dual-language social media ad strategy, we helped ProScan increase its reach, build trust, and educate more women in low-income communities about their eligibility for free or reduced-cost mammograms through the Mammogram Match Program.

Using UTM codes and tracking ads separately, we consistently measured a significantly higher volume of ad interactions and website visits from the Spanish ads. In March 2025, the Spanish version of the ad drove 744 website sessions, while the English version drove 176 sessions. That’s nearly 4x more traffic from the Spanish-language version of the same ad.

Social media ads remain one of the client’s top drivers of website traffic, and this bilingual approach ensured they weren’t leaving a significant portion of the community they intended to reach and support.

WHY IT MATTERS:

For many industries, including healthcare providers, multilingual advertising isn’t a marketing tactic or trend… It’s a necessity. In this case, women in underserved or Spanish-speaking communities are already more likely to face barriers to care. If your messaging doesn’t reach them, your services won’t either.

Our dual-language ad strategy helped ensure that more women understood the importance of regular mammograms and had the resources to confidently schedule them.