THE CHALLENGE:

NxStage is a company specializing in home hemodialysis solutions. The global market for kidney dialysis equipment and supplies is projected to reach $18 billion by 2020, a number bolstered by the growing ranks of end-stage renal disease (ESRD) patients – a key patient segment for NxStage’s solution. NxStage needed to increase the number of patient leads, but saw little growth in their current digital advertising campaign; the number of conversions was low and the cost per lead (CPL) was high. Agency 451 was confident our expert team could leverage social media advertising to reach a highly qualified audience and not only grow the number of conversions, but also decrease the cost per conversion and raise the lead quality.

 

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THE APPROACH:

Agency 451 created a Facebook advertising strategy concentrated on highly targeted audience groups, coupled with research-based creative, and strategic calls to action tailored to each segment. In addition, Agency 451 optimized all landing pages to maximize conversions. Once launched, Agency 451 performed continuous testing and optimizations throughout the flight to maximize efficiency.

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THE RESULTS:

During the three-and-a-half-month campaign, not only did lead quality increase, but the social ads garnered ~160% more leads with a CPL 64% lower compared to their previous digital advertising efforts. The campaign was so successful that the client was required to expand their sales staff to follow up on the increased number of leads.