Case Study:
Abbott Paid Social Case Study
Award-winning Healthcare Advertising
Client
Abbott is a global leader in healthcare, creating breakthrough products involved in diagnostics, medical devices, nutrition and branded generic pharmaceuticals. They cover 160+ markets across the world and have a commitment to building life-changing technologies that keep your heart healthy, nourish your body at every stage of life, help you feel and move better, and bring you information, medicines and breakthroughs to manage your health.
The Brief
Identify the most suitable paid channel and while being aware of the incredibly strict nature of healthcare-focussed advertising regulations effectively drive sales leads for their AFINION 2 diabetes point of care testing product across a number of key healthcare practitioner/B2B targets across the previously untargeted EMEA region.
Our Strategy
With the target audience for this product being qualified HCPs, including diabetologists and primary care GPs, across the cardiovascular industry. We knew that these key decision makers would be potentially in charge of millions of dollars’ worth of sales and so it was imperative that the campaigns served to those in need of the product most.
After conducting research into the specific channels available LinkedIn was chosen with the specific focus being the use of their lead generation ad format. This was due to its added levels of demographic targeting when compared to search, which meant that it was more suited to the product’s desired B2B audience. It also allowed us to produce ads that could include the health benefits as well as the technical background of the product knowing that this would be understood by the audience.
To ensure that our ads were then served to the right LinkedIn members, a thorough analysis of the demographics targeted in other Abbott activities, so that we could ensure we were able to use the right combination of targeting options (including job titles/functions, member groups, member skills, and company industries) to reach the most relevant audience(s).
Using user data gleaned from Abbott’s LinkedIn insights tag, we also identified additional audience segments and skillsets for use in our targeting plans, thus increasing the scope of the original targeting. This then also fed into a more refined retargeting strategy that was able to target previous website visitors as well as those who had submitted related sales enquiries.
It was impressive to see how they structured their creative based on the media plan, ensuring harmony and proactively addressing potential issues. Their deep understanding of the platform was evident, and they did a fantastic job of incorporating tangible benefits and product information into the ad copy. The campaign performance speaks for itself, with a remarkable increase in lead volume compared to target.
UK Paid Media Awards Judges
Conversion Rate
+25%
Leads
+38%
Cost Per Lead
-27%
Results
By analysing both the platform specific audience data as well as the wider user-base to identify the most relevant HCPs the targeting methods used also enabled the campaigns to reach additional members that hadn’t been initially considered. This meant that even with the restrictive healthcare regulations the activity was able to continually evolve throughout the campaign’s lifespan, driving high-value leads which not only delivered immediate results but also huge opportunities for future activities.
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