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Finding Patients to Fill the Gaps
Using Facebook advertising to promote a medical startup.
Client
Replicate
Branch
Health, Innovation and Tech
What
Online Marketing
Summary
The medical startup Natural Dental Implants needed a cost efficient way to get patients to try out their new tooth replacement technology at participating clinics. Using Facebook advertising with geo-targeting beat our most optimistic projections. Within days the clinics had more than they could manage.
The campaign was so successful that we actually had to make it more difficult for people to apply.
To generate business for the clinics who offer the treatment, we created a Facebook advertising campaign using geo-targeting and call-to-action ads. These would link to a landing page. Only people in the area of the clinic would receive the ads.
We created and tested a wide range of creatives and, as usual, were surprised at which ones generated the most leads. The campaign has been so successful that we actually had to make it more difficult for people to apply for treatment so that we could The medical startup Natural Dental Implants has developed a novel new method for tooth replacement which dramatically improves patient experience. The REPLICATE System uses 3-D X-rays to create a complete replica of the patient’s original tooth that is then immediately implanted after the tooth is pulled.
To generate business for the clinics who offer the treatment, we created a Facebook advertising campaign using geo-targeting and call-to-action ads. These would link to a landing page. Only people in the area of the clinic would receive the ads.
We created a wide range of creatives to test and as usual were surprised at which ones generated the most leads. The campaign has been so successful that we actually had to make it more difficult for people to apply for treatment. This helped improve the quality of the leads. Nevertheless we usually have to stop the campaign after some days so as to not overwhelm the clinic staff.
One of the more interesting aspects of the campaign was finding the right level of landing page optimization. We wanted to encourage people to read the text on the landing page before applying through an online form. This was to increase the chances that they were suitable candidates for the procedure. However if we made it too difficult to apply, the cost per lead would become prohibitive. After some testing, we were able to achieve an optimal balance between lead quality and cost.
The campaign continues to be extremely successful and our ads always have a relevancy score of 9 or 10. (This score from 1–10 is a measure of user engagement on Facebook. Only the most effective ads receive 9 or 10 in the Facebook advertising universe.)
