Case Study

Pharmaceutical & Healthcare Market

Enhancing campaign effectiveness through data-driven regional targeting

BRIEF

A well-known Care Home brand was looking to increase customer acquisition and expand its audience, while ensuring campaigns were continuously optimised through an iterative, data-informed approach. With this in mind, the following key goals were set:

To ‘tell a story’ to the decision maker, with messaging that clearly communicated service value and differentiation
Testing each campaign to form an output where findings could be fed back into the planning process for all channels
Implementing a strategy that could reach new and unique customers with precision

SOLUTION

A phased and strategically segmented campaign was deployed, focusing on improving RR and ensuring sustained visibility across key sectors:

Two rounds of media distribution were delivered to selected sectors over two months, increasing RR significantly – from 0.232% to 0.342%.
To ensure effective market coverage and avoid conflict with other catchments, planning was conducted in quarterly bursts, resulting in each household receiving support for a minimum of three months.

A test framework was built to explore the impact of change in aspects of the campaign which would have otherwise been deemed insignificant

RESULT

The campaign delivered tangible improvements across key metrics:

Expanding from four to eight regionally targeted models delivered a 05 percentage point uplift in RR.
Supporting media played a crucial role, delivering 396 responses per 1,000, compared to 0.259 achieved by Door Drop alone – demonstrating the value of an integrated channel strategy that combines multiple touchpoints.
A range of differentiating findings were looked at, resulting in an increase of enquiries by 30% in 10 months.