A healthcare technology company wanted to expand their audience and reach new decision-makers in the pharmaceutical industry with their patient access solution. To do so, we recommend a paid social strategy using LinkedIn prospecting and remarketing campaigns to reach their target audience and drive web traffic and content downloads.
We launched a prospecting campaign on LinkedIn to drive users to our client’s blog content. Our target audience was employees in the United States who work in the pharmaceutical industry who have job titles like Procurement Specialist, Marketing Director, Director of Pricing, or Sourcing Manager. The goal of the campaign was to drive traffic to site. Every four to five weeks, we switched out the blog post we promoted to keep content fresh and to prevent creative fatigue.
Over the course of six weeks, we drove a significant amount of traffic to the client’s blog content. Our click-through-rate (CTR) fluctuated based on which blog post we were promoting, but by tracking CTR, we could clearly see which content resonated best with our target audience.
Although conversion is not something we typically optimize for in an upper funnel campaign, we did see a healthy amount of content downloads as a result of the campaign, the majority of them being new contacts.
In order to take advantage of the traffic we had driven to the client’s blog, We launched a remarketing campaign on LinkedIn to serve ads anyone who had previously visited any of the client’s blog posts as well as any related solutions pages on the site.
In this campaign, our goal was downloads of one of the company’s white papers.
We saw a much stronger CTR on these ads, which we expected, as the audience was more qualified because these people had already visited the website and were aware of the company. We also saw a more cost efficient cost-per-click (CPC) and a lower cost-per-download (CPD).
We had close to 30 downloads of the white paper from this campaign at a strong CPD.
Most recently, we launched a Paid Search campaign to capture any bottom of funnel traffic through pharma-related searches. Within the first week, we drove several downloads of a targeted case study, all of which were from new contacts.