Case study · America's Poison Centers
Building a national audience for Poison Help
America's Poison Centers had never run a comprehensive organic or paid marketing program. Since 2023, we've built one from scratch to get more people to save the Poison Help line, 1‑800‑222‑1222.
- Client
- America's Poison Centers
- Industry
- Associations and nonprofits
- Services
- Organic and paid social, search, Google Grant, SEO, influencers
- Reach
- Nationwide
- Since
- 2023
Results
- 63,435
- Poison Help line downloads from Meta Ads
- $0.14
- cost per click on Meta Ads, April 2023 to December 2025
- 5.62M
- organic Facebook video views in 2025
- 371%
- growth in organic video views, 2024 to 2025
- 100%+
- growth in Facebook, Instagram, and LinkedIn engagement, 2023 to 2025
Sources: Meta Ads impressions, clicks, and cost per click via Agency Analytics, April 2023 to December 2025; Poison Help line downloads, Google Ads results, and organic social results from America's Poison Centers 2025 Digital Marketing Review, prepared by MtoM.
| Channel | Impressions | Clicks | CPC | Poison Help line downloads |
|---|---|---|---|---|
| Meta Ads | 42.3M | 1.5M | $0.14 | 63,435 |
| Google Display | 2.35M | 108K | $0.96 | 12,267 |
| Google Search | 386K | 31,259 | – | 14,389 |
The challenge
America's Poison Centers is the national association that oversees Poison Help, the country's primary resource for poison control support. With 53 poison control centers across the U.S., Poison Help provides free, 24/7 support to individuals and families, answering questions about potential poisoning exposures, bites and stings, medication safety, and more. Accredited health professionals provide both emergency and non-emergency guidance, making the service a vital lifeline for communities nationwide. But it lacked significant digital reach and awareness of its life-saving services.
Objectives
In 2023, America's Poison Centers contracted MtoM to overhaul its digital strategy and build awareness of Poison Help and its services. The primary objective was to encourage people to save the Poison Help line, 1‑800‑222‑1222, so they have quick access in case of a poison emergency or question.
What we did
Our work began from scratch, since America's Poison Centers had never implemented a comprehensive organic or paid marketing strategy before. Our scope included:
- Organic and paid social. Developing and executing campaigns to engage and educate the public, including the Myth or Fact video series.
- Search and display advertising. Managing search and display campaigns, plus a Google Grant program to extend reach cost-effectively.
- SEO. Strengthening the visibility and accessibility of poisonhelp.org.
- Influencer marketing. Designing and running campaigns to increase awareness of Poison Help and its phone number across diverse audiences.
Outcomes
Through this holistic strategy, Poison Help is better connected with the public, and more people know where to turn when it matters most. Page views, impressions, and engagement on Facebook, Instagram, and LinkedIn all more than doubled from 2023 to 2025, and paid media has driven tens of thousands of Poison Help line downloads at a low cost per click.
Some of the work
