Demand Generation Case Study – eMed
Driving Awareness and Adoption of At-Home Testing
BY THE NUMBERS
impressions in the first quarter
%
CTR in early campaigns
%
conversion rate in the first month
Dozens
of employee advocates engaged as brand promoters
The Situation
eMed, a 24/7/365 virtual health platform, provides telehealth, at-home bloodwork, prescriptions, and testing solutions spanning urgent care, women’s health, weight management, and more. The COVID-19 pandemic accelerated consumer demand for at-home care, creating both an opportunity and a challenge: eMed needed to quickly establish itself as a credible leader in the new normal of democratized virtual health.
The Approach
ab+a launched a national, all-digital campaign with a disruptive “advotising” model—using employees as advocates to authentically represent the brand.
The strategy included:
- Employee advocacy: dozens of eMed team members promoting at-home flu and COVID tests across digital channels.
- Full-funnel digital execution: reaching consumers online where they spend most of their day.
- Rapid-response messaging: capitalizing on the urgency of the pandemic moment to normalize at-home testing.
The Results
The campaign delivered exceptional outcomes:
- 1.25M+ impressions fueled early funnel awareness.
- 5% click-through rate (CTR) in the first quarter, well above industry averages.
- 1.18% conversion rate in the first month alone, translating impressions into rapid adoption.
- High engagement and share of voice, establishing eMed as a trusted, convenient solution.
We needed to move fast to seize the moment. ab+a not only built awareness, but gave us credibility at scale—turning employee voices and digital reach into a powerful growth engine.
eMed Executive Composite
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