Physician-Focused Digital Advertising to Build Brand Awareness and Expand Market Share
Rational executed a six-month branded digital marketing campaign
for a leading healthcare company to retain and expand market share
through targeted advertising to physicians in the U.S. Rational
helped increase product usage by 5%, leading to an increase in
sales and corresponding growth in market share.
The campaign focused on educating physicians on the benefits of the company’s offerings and improve its brand awareness and perception.
Overview
Surveyed Physicians to Evaluate the Awareness and Perception of the Company and its Products
Prior to launching the advertising campaign, Rational surveyed physicians to evaluate the awareness and perception of the healthcare company, as well as the perception of its products’ value to physicians relative to competitors. The survey also tested potential messages for the company; Rational used the top-performing messages from the survey to develop custom ad creative tailored to each audience segment.
Developed Custom Ad Creative to Engage Specific Audiences
Rational worked with the company to identify key messages to resonate with individual audience segments within the target population of physicians in the United States. With customized messaging, the advertising campaign successfully engaged thousands of physicians across the United States interested in learning more about the company and its product offerings. Post-campaign survey results indicated that the advertising campaign influenced how physicians perceived different product features when evaluating competing products. Physicians rated the characteristics of the healthcare company’s products higher after being targeted with the ads.
Delivered Pinpoint Targeting® Advertising Across Multiple Digital Channels
Rational developed a custom microtargeting solution for the healthcare company to reach the intended audience of physicians in the United States across Meta, LinkedIn, and programmatic display networks. Over a six-month period, the advertising campaign reached 24,000 physicians, with each person viewing the ads an average of 44 times.
Achieved Measurable Impact on Product Sales and Usage Among Key Audiences
Rational executed a Pinpoint Targeting® individual by-name digital advertising campaign that had a lasting and measurable impact with key audiences. Following the conclusion of the campaign, 50% of physicians in the target group recalled seeing company-branded ads within the last year, outperforming competitors in their market. The company reported an increase in product sales following the ad campaign. This increase was validated by post-campaign survey data, with respondents reporting a 5% increase in product usage.