By Tapnative | Native Advertising Case Studies |
The following are examples of successful native ad campaigns run across the Tap Native health platform. These case studies have been anonymized but may look familiar as several of them have reached millions of users.
The client was looking for a solution to get patients to enroll in an at home clinical trial for their new cholesterol lowering medication. They were interested in reaching an audience that skewed older and had concerns about their cholesterol levels.
In collaboration with the client Tap Native created 60+ ad creatives and offered input and advice into their landing page and how they tracked successful registrations for the clinical trial. Tap Native account managers suggested contextual targeting options including dozens of brand name and generic drug names which are statins. Keywords around cardiovascular, cholesterol, heart disease, LDL and HDL cholesterol terms as well as other health topics were also targeted. Tap Native set out to understand which creatives and targeting would create the most engagement and drive users through the rather lengthy registration process.
Over the course of the enrollment period, hundreds of millions of impressions were delivered and tens of thousands of web visits generated. Through a series of agreed upon optimization techniques, including creative changes, contextual and geo-targeting, the cost per completed screening questionnaire dropped by 85%. Examples of ad creatives:
The client was seeking unique methods of reaching specific authenticated physicians that treat patients with schizophrenia or bipolar disorder. Using Tap Native’s HCP matching table, an account manager recommended specific HCP segments which match the campaigns goals. After ad creatives and targeting segments were approved by the client, Tap Native began testing ad creative click through rates and engagement by each physician target specialty and ad placement. Physicians that clicked the ad were taken to a Drugs.com page with information about the client’s FDA approved drug and branded ads around the information which took those physicians to the company’s branded drug site for HCPs.
Within the first 3 weeks of the campaign Tap Native account managers paused low segment ads and targeting segments. The result was nearly 2,000 authenticated physicians clicking to the drug information site. Tap Native’s PLD reporting also included the full name, specialty and NPI number of every physician who interacted with the ad. Examples of creatives:
The client was looking for a solution to get chronic pain suffers to learn about their FDA approved treatment for pain. They had significant experience buying banners through RTB and direct with various health publishers. The client had not tried native and was interested in reaching an audience that suffered from chronic pain and breaking through “banner blindness”.
In collaboration with the client Tap Native created 40+ ad creatives which spoke to the chronic pain sufferers. Tap Native account managers suggested contextual targeting options including dozens of OTC and FDA approved pain relievers as well as diseases and conditions which have the highest prevalence of chronic pain. Success was measured by patients clicking the ad and interacting with any 2 of 4 individual sections on the client’s drug site which included a video, prescribing information, downloading a discount savings card and a request for additional information.
Upon launching the cost per achieving a conversion (as defined by a user interacting with any 2 of the 4 content sections) came in at around $270. Upon removing low performing ads and targeting the CPA quickly dropped to $125 within the first 3 weeks. Within 2 months the CPA was down to $65 and for the last 12 months the CPA is less than $30. That was significantly below the client’s CPA goal. Examples of ad creatives:
The client was looking for a solution to get diabetic patients to learn about their wearable glucose monitoring device. They were CPA focused and wanted to reach users with high intent and therefore highly likely to have been diagnosed with diabetes.
The client has tried native and had creatives which worked best. Using those same creatives, Tap Native account managers suggested contextual targeting options including dozens of diabetes related drugs, drug classes, keywords and even competing devices and brand names. Tap Native also focused on running the ads on diabetes specific sites within the Tap Native network.
We began a campaign with the client in 2020-21 and it worked so well they renewed for 2022. Examples of creatives:
The client was seeking a marketing solution to reach groups of patients that have been diagnosed with bladder cancer to learn about their unique diagnostic procedure - an optical imaging agent indicated for use in the cystoscopic detection of carcinoma of the bladder, including carcinoma in situ (CIS). The goal is to drive users to their website to learn about the procedure and obtain information about scheduling a procedure.
Using creatives the client supplied, Tap Native account managers created many versions of the ads and suggested contextual targeting options including FDA approved drug names, cancer and urology keywords and related topics. The client’s CPA was confidential but the campaign began a pilot in early 2020 and it worked so well that the client continues running the campaign today (this blog posted June 2022). Examples of creatives:
