Business Challenge: In 2018, our client narrowed their media focus from multiple conversion objectives to a singular focus on patient “Information Kit” orders, targeting a 2x increase in the number of orders from all channels from the previous year.
Solution: KPI Agency launched a Facebook social campaign to meet the aggressive Info Kit goal by the end of the year. The campaign included newsfeed ads using native lead generation embedded forms with strong CTAs, generating thousands of orders with a 14% conversion rate to actual procedure within 60 days of referral.
Result: KPI implemented daily comment reporting and moderation responses, automated lead delivery via API to their fulfillment house and CRM systems, daily/weekly/monthly optimizations, and rigorous A/B testing (including creative, audience, and objective segmenting). This all lead to KPI Agency blowing past the 2x Info Kit order target early in Q4 with Facebook alone, with a Cost-Per-Order (CPO) of 90% less than the prior year’s overall CPO.