Targeting content smartly gives a healthcare brand a powerful boost
Pinterest and Meta provide fertile ground for a powerful ROI.
CASE STUDY
SOCIAL MEDIA | TARGETING STRATEGY | DIGITAL MARKETING | META | PINTEREST | ROI
The challenge
Managing adverse event reports, changing privacy policies, and rising ad costs have many healthcare brands asking, “Is social media marketing worth the effort?” This question was even more pressing for our clients at Amneal Pharmaceuticals, who promote a treatment for hypothyroidism that competes against big players with a larger share of voice. Undeterred, our client asked us, “How can we use social media to build awareness and also introduce our My Thyroid Universe mobile app while making the most of our budget?”
The solution
To engage relevant customers and drive qualified leads, we refreshed the ad creative on Meta, redefined the target demographic, and narrowed the lookalike audience (users with demographics and interests similar to existing followers). To stand out from competitors, we launched a profile for the My Thyroid Universe app on Pinterest—a first for our client and a unique approach in the industry. The platform's demographic overlapped nicely with the brand's, plus the delicious, thyroid-friendly recipes on the app created a natural fit.
The results
Clickthrough rates on Meta shot up and costs dropped. Pinterest drove app installs, and we’re refining the next set of recipe Pins using data insights to strengthen results.
Our work in action
DEMAND GENERATION
Taking a different marketing approach in a time of crisis
BRAND REFRESH
Helping Kaleido and Planned Parenthood reach more patients, more easily
SALES TRAINING
Moving from “training by slides” to “training by doing”