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.
451 saw March, National Kidney Month, as a great opportunity for raising awareness about kidney health and disease in the United States. The agency leveraged social media advertising to reach a highly qualified audience. Not only growing the number of conversions, but also decreasing the cost per conversion and raising the lead quality. Through driving traffic via Facebook advertising, as well as utilizing influencers, 451 set Nxstage on the right track in reaching potential new dialysis patients, families, and caregivers.
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, 451 optimized all landing pages to maximize conversions. Once launched, 451 performed continuous testing and optimizations.
451 also engaged with a diverse group of influencers who had ties to diabetes and/or kidney disease. The five influencers reached different target audiences including African Americans, Hispanics, athletes, foodies etc., to share meaningful content on multiple social platforms including Facebook, Twitter, Instagram, YouTube and personal blogs. Influencers included: Olympic athlete Amy Purdy, food bloggers and diabetes educators Jess and Wendy of Food Heaven Made Easy, rapper and NxStage patient David Rush, lifestyle blogger Claudia Krusch aka Trendy Latina, and comedian Kev on Stage.
During the three-and-a-half-month campaign, not only did lead quality increase but the campaign was so successful the client was required to expand their sales staff to follow up on the increased number of leads. The campaign’s lead increase from social ads garnered 723k total reach across influencer platforms and a 63% increase in Nxstage.com website sessions (referred from Facebook). There was also a significant uptick in traffic and engagement month over month on the NxStage Facebook page including a 75% increase in new page likes and 142% increase in page impressions.
lead increase from social ads
CPL decrease compared to previous digital ads