Transforming Digital Marketing Efficiencies for Telemedicine Company

Overview

This client is a telemedicine company with a focus on treating women’s health. They’ve established themselves as a leader in women’s health and pride themselves on radically transparent pricing and treatment options and going above and beyond to protect their customers' data. They seek to make healthcare convenient, affordable, and discreet for women across the United States.

Challenges

Operating in the healthcare industry comes with countless difficulties. From policy disapprovals in digital advertising to ensuring every aspect of the business complies with local and national regulations. The client advertised online for months before CPAs climbed out of control. When they came to AMG, the client had just restarted advertising on branded terms with a limited budget. Their protectiveness of their data means they do not use Google’s suite of tracking products. Rather, they use Piwik Pro - a HIPPA-compliant tag and analytics tool.

Platforms Leveraged

Google Ads

Microsoft Ads

Meta Ads

Additional Tech

Piwik Pro

Strategy

Shift Budget Toward Popular Symptoms

When the client approached us, they were solely investing in branded search campaigns, overlooking the potential of targeting specific symptoms that drove user engagement. Recognizing this opportunity, we reallocated the budget towards four popular symptoms: mental health, weight loss, dermatology, and birth control. By focusing on these high-demand areas, we aimed to capture a broader audience actively seeking telehealth solutions for their needs. Furthermore, understanding the client's membership structure, which emphasized the significance of mental health and weight loss services, we tailored our campaigns to prioritize these segments. This strategic adjustment not only expanded the client's reach but also ensured a more targeted approach, maximizing the effectiveness of their advertising budget.

Using Piwik Pro and Google Ads to Make Informed Decisions

In the realm of digital advertising, data reigns supreme, particularly in the context of Google Ads. However, navigating the intricacies of healthcare advertising in the digital space presents its own set of challenges, which are further compounded by client privacy concerns. For our client, whose focus was on maintaining cost-per-acquisition (CPA) below $50, Google's reported CPAs often exceeded $1000 due to the limitations posed by privacy concerns. This discrepancy necessitated a delicate balance in setting the target CPA using data that Google didn't have access to. Striking the right balance was crucial; setting the target CPA too low risked overspending, while setting it too high could render campaigns unprofitable.

Moreover, the client's privacy concerns exacerbated the standard difficulties of digital advertising in the healthcare sector. This made it even more challenging to effectively leverage Google Ads for optimal results. With limited analytics capabilities and the inability to implement remarketing strategies, tracking performance across platforms posed a significant hurdle. Despite these limitations, we employed creative solutions to address tracking challenges, such as implementing page view tracking and adjusting Google campaign topics to track top-of-funnel efforts. However, the absence of seamless tracking across platforms, such as Meta to Google and vice versa, remained a persistent challenge.

Bid Strategy Adjustments to Increase Spending

Navigating the complexities of bid strategies amidst privacy concerns and limited data accessibility posed a significant challenge. Initially, we experimented with maximizing clicks to drive traffic, only to discover its unsustainable nature in terms of profitability. Manual bidding also proved inadequate in generating the desired volume of conversions. After rigorous testing, we settled on a strategy of maximizing conversions with a target cost-per-acquisition (tCPA), despite the inherent fluctuations in the available data. Balancing the data from Google's CPA with Piwik's reporting, we established flexible spending caps that facilitated profitable scaling while mitigating the discrepancies between platforms. This iterative approach allowed us to optimize spending efficiently, ensuring a balance between acquiring customers and maintaining profitability.

Capture Seasonality Around Holidays and New Years

Recognizing the impact of seasonality on user behavior, particularly during holidays and the new year, we implemented a proactive approach to adjust our advertising strategies accordingly. The holiday season posed unique challenges for the telehealth industry, requiring careful management of ad campaigns to maximize effectiveness. For example, we strategically paused weight loss ads in December as it’s a difficult topic for many. Additionally, we implemented weekly ad copy refreshes to remain agile in responding to shifting consumer preferences and behaviors. By aligning our advertising efforts with seasonal trends, we maximized the client's visibility and engagement during critical periods, ensuring optimal performance and ROI.