Demand Generation Case Study – Somatus Cookbook
Building Patient Demand
Through Digital-First Lead Generation
BY THE NUMBERS
%
Facebook CTR (industry avg. ~0.9%)
CPC (industry avg. $1.72)
%
search conversion rate
%
display conversion rate
The Situation
Somatus, a pioneer in integrated at-home dialysis, sought to expand patient volume by generating highly qualified leads. While its model promised better outcomes and convenience for patients, awareness was limited, and prospective patients needed education on both the treatment option and lifestyle adaptations that accompany dialysis care.
The Approach
ab+a designed a national, all-digital B2C campaign targeting early-stage dialysis patients with education and lead-generation touchpoints.
The campaign strategy included:
- Journey mapping: identifying key inflection points in the patient journey.
- Kidney-friendly content: offering a free Let’s Eat Cookbook as a highvalue entry point for engagement.
- Precision targeting: focusing on metro areas with dense patient prospect populations.
- Full-funnel design: guiding prospects from cookbook download to opt-ins for ongoing information, reinforced through search, display, and social channels.
The Results
The campaign drove strong, measurable results:
- 7.94% CTR on Facebook (vs. 0.9% average).
- $0.28 CPC (vs. $1.72 average).
- 8.80% search conversion and 3.36% display conversion, both well above benchmarks.
- Steady growth in leads, with cookbook downloads and sign-ups building sustained patient engagement.
Patients didn’t just learn about Somatus—they engaged with us. The cookbook gave them something useful right away, and from there we built lasting connections that turned into qualified leads.
Somatus Executive Composite
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