To engage this audience and provide resources for managing PI, our media drove towards key landing pages where users were encouraged to take action via guide downloads, assessment completions, and patient support program registrations.
With a budget of around $1.4M for a 12 month campaign flight, we activated a cohesive media campaign spanning across paid search, paid social on Facebook and Instagram, and native and display programmatic ads.
We outlined three primary goals:
- Engage audiences through thought leadership content.
- Drive enrollment traffic through website sign-up forms.
- Educate patients and providers by increasing landing page traffic to informational guides, assessment completions, and registration form fills.
To drive these actions, we amplified content centered around the realities of living with PI, patient empowerment, and other educational support provided by the brand. Through strategic retargeting and sequential messaging, we were able to develop a lead generation funnel
This campaign was highly successful in generating a pool of first-party patient audiences including 502 patient program sign ups, 444 completed assessments, and 453 registration button submissions. For all key website actions, this campaign drove between a 225% to 3,539% lift in quarter over quarter results.