Demand Generation Case Study – Somatus Physicians
Driving Referrals and Awareness for At-Home Dialysis
BY THE NUMBERS
%
Facebook CTR (industry avg. ~0.9%)
CPC (industry avg. $1.72)
Referral Growth
Significant referral growth during campaign blitz
Sign-Ups
Sustained patient information
sign-ups post-campaign
The Situation
Somatus, an innovative provider of integrated at-home dialysis, aimed to accelerate adoption of its model by engaging referring physicians and educating consumers. While the solution promised better outcomes, cost savings, and individualized care, awareness was limited, and both providers and patients needed a clear understanding of the new treatment pathway.
The Approach
ab+a designed a national, all-digital B2B and B2C campaign to target two audiences simultaneously:
- Physicians and specialists: reached through Doximity, e-blasts, and medical journals.
- Dialysis patients and caregivers: engaged through digital and social media channels.
The campaign emphasized value-based care pillars: cost reduction, real-time integration, data-centric outcomes, and individualized care. Messaging framed at-home dialysis as both clinically advanced and patient-friendly, highlighting improved outcomes for patients and efficiency gains for providers.
The Results
The campaign delivered breakthrough results:
- Referrals surged during the campaign blitz, exceeding expectations.
- Patient sign-ups for information grew consistently post-launch.
- Facebook performance far surpassed benchmarks:
- 7.94% CTR vs. 0.9% industry average
- $0.28 CPC vs. $1.72 industry average
These results validated digital-first outreach as an effective lever for scaling new models of care.
We knew our model could transform dialysis care, but awareness was the barrier. ab+a’s campaign not only broke through—it delivered referrals, engagement, and proof that digital channels could accelerate adoption at scale.
Somatus Executive
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