Recruiting diabetes patients through a multi-channel marketing strategy
Dawn Health is a global leader in digital health specialising in the development of software as a medical device (SaMD) and digital therapeutics (DTx) for patients. They created a new clinical platform (WEMA) that supports obese patients with weight loss. Their challenge was to stay ahead of the competition by recruiting as many patients as possible for their weight loss program. They wanted to reach patients in Denmark, the United Kingdom and the United Arab Emirates. Sciential helped them to launch a multichannel advertising campaign on the following platforms:
The goal of our multi-channel approach for the patient recruitment campaign was to generate enough leads in a short timeframe while reducing the customer acquisition cost. We applied rapid experimentation tactics with different channels, audiences and targeting methods. For example, we ran campaigns for a maximum of 2 weeks and limited budget to first find out which ad campaigns were performing best. When we found an ideal combination of channels, audience segments, ad creatives and messaging, we started upscaling the campaign budgets.
By the end of the campaign period, we were able to generate 180 leads in 5 days while overtime reducing the customer acquisition cost from $135 to a highly profitable $19.