Difficult to penetrate HCPs share-of-mind due to the deep presence of competitors across geographies
Lack of insights on HCPs engagement and content consumption patterns made personalizing targeted ads a significant challenge
HCPs have “trusted” devices that they have been using for a long time; credibility needed to be established in order to drive a switch
We used programmatic advertising solutions to target high-profile HCPs in the US market, and implemented best practices like superior targeting (behavioral, contextual, endemic channel, pointof-care), cross-device and in-app based tactics, and remarketing to identify and target HCPs interested in the device.
The ad creatives were developed as rotatable GIF-based formats for greater visual appeal, with sequential delivery settings for 3 key messages. Media budgets were efficiently spent by applying dynamic budget allocation.
The customer achieved 5x more sales with a 30% quarter-over-quarter growth rate seen over a duration of 1 year
The ad campaigns achieved over 12 million impressions, with a unique reach to 4 million+ people and a click-through rate (CTR) of 0.14%, as opposed to the industry standard of 0.10% CTR for similar advertisements