Case Studies
The Opportunity:
Our client, a leading developer and manufacturer of medical devices, recently launched a new product. This product launch marked the first time the company marketed directly to consumers as well as physicians.
A test market approach was used for the launch. A variety of advertising vehicles were initiated in selected cities, to introduce a patient education website and a related call center.
The Approach:
In order to ensure the success of the national launch, our client’s marketing team needed to see which advertising methods were the most effective. To make this determination, Evantage Consulting customized the following deliverables:
A web analytics program. This system tracked the important metrics and helped Evantage make informed decisions to optimize marketing efforts.
A dashboard for the patient site, to highlight the critical metrics for each week.
A similar dashboard for the call center to gather caller data.
The Results:
Evantage’s regular tracking and analysis enabled a successful product launch in the test market cities, and set the stage for an equally successful national launch. Changes to the site based on Evantage’s analysis and recommendations resulted in:
A dramatic decrease in the number of site visitors abandoning the entry page.
Improved conversion rates with the addition of new key words.
A reduced number of abandoned calls, due to extended call center hours.
