One of the largest urological practices for men in Memphis needed to raise brand awareness around their service lines, especially cancer treatment, as well as increase engagement on their website and gain new clients.
The Cox team started by working closely with the client to identify the specific patients and services that were the not only desirable but profitable. The initial thinking from the client was that they should be marketing directly to the men who would need these services. Because we closely relied on data-driven consumer insights, we found that the primary influencers and decision makers for these services are actually women who act as the caretakers in their families. Additional qualitative and quantitative research was also used to help determine the ideal digital marketing mix and then develop a messaging strategy that would drive engagement and action.
In the first two and a half months, our campaign strategies were a confirmed success, generating 4,882 clicks to the client’s website, making it the number one source of website traffic. The social campaign had a CTR of 0.85%. And the SEM campaign had a CTR of 3.82%, which is 91 percent above industry standard. Users increased by 95%, while sessions and pageviews both increased by 83% over the previous period.