Demand Generation Case Study – Somatus Cookbook

Campaign:

As an innovative, integrated at-home dialysis solution, Somatus was looking to build patient volume with highly qualified leads.

Challenge:

ab+a was charged with developing a national, wholistic B2C campaign that aided consumer understanding of a new way of receiving dialysis while building highly qualified leads.

Solution:

We focused on an all-digital solution to finely target the referring dialysis patients mapping a full journey and focusing on early-stage needs and inflection points. We recognized changing eating habits was a top priority for newly diagnosed dialysis patients, so we offered a free kidney-friendly cookbook targeted to the precise metro areas with dense patient prospect opportunity. Our full-funnel campaign offer was a Let’s Eat Cookbook download and opt-in for ongoing information with a fine focus on digital search, display and social media.

Impact:

Patient cookbook download and information sign-ups were a steady build including campaign outstanding metrics like Facebook performing with a whopping 7.94% CTR (average is 0.9%) and $0.28 CPC (average is $1.72). Even more impressive was search conversion at 8.80% and display conversion at 3.36%.