Case Studies
The Opportunity:
Our client, a leading developer and manufacturer of medical devices, recently launched a new product. This was one of our clients’ first efforts to directly educate patients about their products. Part of the product implementation strategy involved introducing the product in a limited number of test markets in order to evaluate patient and physician response to product marketing using a variety of channels including an online initiative that included a patient website.
Evantage Consulting was tasked with identifying and implementing online opportunities that would target just the test market cities and drive qualified traffic to the site.
The Approach:
Evantage recommended that our client supplement traditional local advertising with a regionally targeted paid search campaign. By utilizing Google’s regional targeting capability, Evantage was able to point the campaign at only those consumers in the test market areas who were interested in researching specific conditions and treatment options.
Evantage conducted keyword research to develop a comprehensive keyword list. We also wrote creative and launched the campaign through Google using HBX to observe site-side keyword activity. The campaign was monitored and analyzed weekly with regular optimization to drive down the cost per conversion.
The Results:
Since launch, the campaign has driven tens of thousands of visitors from the test market cities to the patient site. More importantly, through optimization Evantage has been able to significantly reduce the cost per conversion. For example, in one keyword group, the cost per conversion has dropped 47% since the start of the campaign.
