Enhancing CureMatch’s Digital Advertising Success
CureMatch encountered two significant challenges during its initial attempt at direct-to-consumer (DTC) advertising. First, the high pricing structure of its products dissuaded customers, and second, patients were hesitant about healthcare expenses not covered by insurance. Additionally, it was imperative for patients to have a clear understanding of their physician’s role and the NGS testing requirements for being “CureMatched.” To increase the number of CureMatch reports purchased by cancer patients and their loved ones, Conway Marketing Group was engaged to create a direct-to-consumer campaign. Our goal was to curate a campaign that outlined the benefits and reasons for buying the Gift of CureMatch. Our team worked on messaging and developed creative assets that focused on selling digital gift cards for CureMatch reports. We addressed common pain points while removing obstacles to purchase. Through the DTC campaign, we ensured that patients and healthcare providers understood the complexities and prerequisites involved in getting “CureMatched.”
What We Delivered
To ensure the Give of CureMatch was a success, Conway Marketing Group produced the following marketing deliverables:
- Brand strategy and messaging: We conducted 3-4 internal stakeholder interviews to obtain insights on the patient journey and pain points to optimize campaign effectiveness.
- Social media campaign and engagement metrics: We defined a custom-targeted ad audience for paid promotions on platforms such as Facebook, Twitter, and LinkedIn. We provided recommended ad spending to increase campaign reach.
- Custom gift campaign landing pages: We designed two custom landing pages targeting consumers and clinicians with diverse communications to encourage various call-to-action selections.
- Printable one-pager and digital leave-behind: We provided an easy-to-print one-pager, as well as a digital leave-behind, which served as supplemental materials for our campaign.
- Email campaign: To increase lead conversion and campaign awareness, we used an email campaign to nurture leads and encourage participation.
The DTC campaign delivered excellent brand visibility and a significant boost in lead conversion rates. Our custom-targeted social media ads and landing pages with multiple call-to-action options successfully engaged both consumers and clinicians. The email campaign also played a crucial role in nurturing leads and raising campaign awareness. Our strategic and integrated marketing approach surpassed CureMatch’s expectations, thanks to the expertise and dedication of our team. This resulted in a higher ROI for CureMatch, which is a testament to the effectiveness of our approach.
Headquartered in San Diego, CureMatch, Inc. is a digital health firm that specializes in personalized medicine and combination therapy for oncology. They have developed an innovative Decision Support System that assists medical professionals in selecting tailored cancer drug treatments based on each patient’s unique molecular tumor profile. By providing valuable, actionable intelligence in advanced cancer treatment options, CureMatch empowers oncologists to become experts in personalized medicine.