Rational 360 worked with a leading healthcare technology company to develop and execute a digital marketing campaign to retain and expand market share of a specific medical test produced by the company. Rational 360 worked to educate doctors on the benefits of this test and improve the company’s brand awareness and perception.

Surveyed Physicians to Evaluate the Awareness and Perception of the Company and Specific Tests.

Prior to launching the advertising campaign, Rational 360 surveyed doctors to evaluate the awareness and perception of the healthcare technology company, as well as the perception of its medical tests’ value to doctors’ work relative to competitors. The survey also tested potential messages for the company; Rational 360 used the top performing messages from the survey to develop custom ad creative tailored to each audience segment. 

Developed Custom Ad Creative to Engage Specific Audiences.

Rational 360 worked with the healthcare technology company to identify key messages to resonate with individual audience segments within the target population of doctors in the United States. With customized messaging, the advertising campaign successfully engaged thousands of doctors across the United States, and generated 38,000 clicks from doctors interested in learning more about the company and its test offerings. Post-campaign survey results indicated that the advertising campaign influenced how doctors perceived different test features when choosing one medical test over another. Doctors rated the characteristics of the healthcare technology company’s medical tests higher after being targeted with the ads.  

Delivered Precision-Targeted Advertising Across Multiple Digital Channels.

Rational 360 developed a custom microtargeting solution for the healthcare technology company to reach the intended audience of doctors in the United States across Meta, LinkedIn, and programmatic display networks. Over a six-month period, the advertising campaign reached 24,000 doctors, approximately half of the total population of doctors in this field in the U.S. The campaign reached a total of 10.2 million content views, with each person viewing the ads an average of 44 times.

Achieved Measurable Impact on Test Sales and Usage Among Key Audiences.

Rational 360 executed a digital advertising campaign that had a lasting and measurable impact with key audiences. Following the conclusion of the campaign, 50% of doctors in the target group recalled seeing company-branded ads within the last year, outperforming competitors. The company reported an increase in test sales following the ad campaign. This increase was validated by post-campaign survey data, with respondents reporting a 5% increase in test usage.