Situation.
AnswersNow launched its first virtual ABA therapy in Virginia and Georgia. They needed a strong mechanism for generating awareness and patient conversions to prove the service was ripe for a larger rollout across U.S.
Objectives.
Awareness: Reach practitioner and parent community to establish recall among top customer groups.
Engagement: Increase site traffic
Conversions: Increase first time patients through lead generation and initial call bookings.
Our Approach.
Analyzed the interests, psychographics, and various affinities of exciting B2B and DTC customers.
Developed a full funnel approach to segment awareness, consideration, and conversion campaigns.
Segmenting Audiences for More Efficient Growth at Scale
Supercharging and Segmenting Messaging for Competitive Differentiation
Analyzed impact on full business and determined a testing formula for Twitter and LinkedIn ads to focus on getting practitioners to share the service with their patient base.
Services Provided.
Google Tag Manager Implementation
CAPI and Hubspot Integrations
Developed Real-Time Dashboard
Media Planning
Creative Direction & Briefs
Media Buying
Landing Page Development
Paid Media Management
“We appreciate the work Pennock does to establish our digital presence and grow results month over month. They bring awesome recommendations for program enhancements to us, pretty much weekly, and we really appreciate the strong collaboration.”
Key Results.
🡱+667%
Increase in Patients
+43%
Increase in Paid Media Traffic
🡱46%
Total Leads Driven by Paid Media
$11.27
Paid Media Cost Per Lead
4.63%
Lead Signup Rate
1.31%
Paid Media CTR
Ad variations.
Top-performing creatives that we ran on Meta which had above a 1.3% CTR.
