MEDIA BUYING BLOG

Case Study: $25-$30M Multi-State Surgery Practice Self Test Campaign

Background: While planning to open new practice locations in the tri-state area, the surgery practice intended to boost brand recognition and confirm patient leads were medically qualified for their surgical and non-surgical bariatric procedures.  

Approach: Research shows many potential patients have comorbidities, such as high blood pressure, joint pain, diabetes, sleep apnea, and depression. In order to increase engagement and generate medically-qualified leads, Marketing Doctor developed an interactive campaign where individuals could determine if they qualify for weight-loss surgery. 

Solution: Marketing Doctor created a custom self test allowing patients to self-report relevant medical conditions and opt in to future communications. We placed static ads and video ads across digital and social platforms posing the question: “Do you qualify for a weight-loss procedure?” We also designed an e-blast encouraging individuals to take the free, easy quiz. This fueled our data tracking and retargeting efforts.

Results: The client’s eblast click-through-rate (CTR) was already well above benchmark prior to this campaign: 15.02% compared to 1.2% (industry benchmark). The self test eblast achieved an even more powerful CTR of 19.50%. Using this invaluable target market data, our digital team segmented recipients based on the self-identified comorbidities and sent these users to custom landing pages. 

Marketing Doctor’s reporting consistently demonstrates a direct correlation between ad flights and scheduled appointments. 

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Janet Casey is One of Adweek’s Women Trailblazers

Janet Casey is One of Adweek’s Women Trailblazers

Congratulations are in order for Marketing Doctor’s President and Founder, Janet Casey! Our fearless leader is one of 35 women in the USA featured in Adweek’s annual Women Trailblazers issue! Janet thrives alongside a truly impressive group of female powerhouses,...

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Grit, Goals, Guts, and Gratitude

Grit, Goals, Guts, and Gratitude

Reflecting on Janet Casey's 2021 Adweek Women Trailblazers Win Grit "Only 2% of Women-Owned Businesses Break the $1M Mark." This Forbes headline lives behind our President and Founder’s desk.  If I remember right, a friend gave it to Janet Casey after Marketing Doctor...

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