Campaign Components
Brand Identity & Strategy | Search & Social Advertising | Email Marketing & Automation | Website Development | Social Media Management | Content Marketing & SEO | Marketing Technology | Analytics & Reporting
A medical device manufacturer launched a peripheral artery disease (PAD) public awareness and patient advocacy program to encourage early screening and treatment. The campaign sought to address health disparities for underserved communities, including Black Americans, Latinos and American Indians, by connecting at-risk populations with valuable information and resources.
Business Goals
The medical device manufacturer approached The Deciding Factor to develop a multi-channel marketing strategy. This PAD awareness campaign would blend social media, digital advertising and public relations to drive patient engagement and foster partnerships with physicians.
Challenges
There are more than 180,000 non-traumatic amputations each year due to PAD. Many of them could be prevented with early intervention and advanced procedural techniques.
The PAD awareness campaign needed to be both informative and empowering to promote proactive health screenings for PAD to diverse audiences.
Marketing Strategy
TDF’s approach combined digital and traditional media to establish an authentic, accessible platform that resonated deeply with patients and providers.
The campaign’s digital footprint was extensive, with social media graphics, digital ads, eligibility quizzes, physician-targeted marketing kits and email marketing journeys driving awareness and engagement. Paid campaigns on Facebook, Instagram, Google and Microsoft targeted high-risk demographics. This creative spoke directly to these audiences in both tone and content. The dedicated website provided an educational hub, connecting patients with resources and encouraging them to seek screenings. As the campaign grew, optimizations and creative refreshes kept engagement high and TDF maintained the program over five years.
National press releases, local radio advertisements and print brochures for distribution in clinics and community centers. These methods maximized reach and enabled physicians nationwide to leverage campaign materials in their local markets.
TDF positioned PAD awareness as a crucial health message. Physicians could co-brand these public relations assets for localized campaigns, expanding the program’s reach and allowing individual practices to engage patients directly. This approach not only enhanced the campaign’s credibility but also drove physician practice leads, leading to a significant impact on local PAD awareness and patient screenings.
Conversion tracking and monthly reporting highlighted CPL improvements and campaign reach across diverse demographics. Continuous data insights drove content adjustments and performance optimizations.
Campaign Results
The PAD awareness campaign achieved substantial success in its mission to raise PAD awareness. The cost per lead plummeted from $118 to $8 within three months and remained consistent for five years, even amidst rising healthcare advertising costs during the COVID-19 pandemic. The campaign reached more than 15 million impressions with people of color and more than 6 times that for the broader at-risk population.
The campaign’s success also led to expanded offerings for individual practices. Physicians were able to use TDF’s creative assets to grow their patient base.
By the Numbers
Conclusion
This case exemplifies TDF’s expertise in delivering impactful, multi-channel healthcare marketing strategies. We not only met but exceeded client goals, fostering awareness and action on a national scale.
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