Client Profile
Established in 2016, MiGuide is a pioneering digital health company in lifestyle intervention. With innovative solutions like the MiGuide app and the CooL program, MiGuide surpasses the standard of care in lifestyle healthcare management for conditions such as obesity or diabetes. For general practitioners, their products and programs aid in motivating and monitoring patients, leading to improved healthcare outcomes.
Company Size
25+ employees
Location
Netherlands
Target Audience
Patients with obesity, General practitioners
The Challenge
As a scale-up, MiGuide faced the classic challenge of sustaining its growth and outperforming its competitors to become a market leader. Recognizing the indispensability of a solid marketing strategy for growth, they sought assistance from Sciential. Their goal was to connect with patients dealing with obesity and diabetes, encouraging them to enrol in the MiGuide CooL program. Simultaneously, they aimed to engage general practitioners and healthcare practice decision-makers.
Collaborating with Sciential, they implemented a multichannel marketing approach, ensuring the right audience was reached through the right channels at the right time.
Sciential's proactive approach in setting up campaigns across platforms has yielded excellent results for us. We appreciate their valuable support and strategic guidance.
Arjen Huizinga
CEO
Our Approach
Sciential implemented a multichannel marketing approach to ensure reaching potential clients at various touchpoints in their customer journey. Google Ads and Meta Ads were used to target patients, whereas a combination of LinkedIn and Google Ads targeted general practitioners.
Detailed audience profiles were created for Google, addressing Display and Search Engine Ads. For this, keyword data from Semrush and Google Keyword Planner was analyzed. Within Meta, Instagram and Facebook ads were strategically deployed in feed and story formats.
Additionally, automated outreach on LinkedIn served as an extra point of contact for decision-makers. Leads were collected directly through the landing page and in-ad lead forms. Sciential also built a custom dashboard to provide constant performance insights to the Miguide team.
Campaign optimization occurred at the channel, campaign, audience, and placement levels to identify and scale the most effective ads for rapid growth. Sciential and MiGuide held bi-weekly meetings for comprehensive report discussions. KPIs monitored included impressions, clicks, CTR (clickthrough rate), leads, and cost per acquisition (CPA). The goal was to reduce the CPA to a profitable level.
