How Julie Reached a Niche Audience


older couple dancing in home

A regional medical center reached out to Waterdrop Digital’s experts in order to promote its new NAVIO System for robotic-assisted knee replacements.

Julie, our contact, explained the center’s three goals for the campaign: to increase
the number of patients calling for free knee-replacement consultations, to educate
and promote brand awareness of the NAVIO System, and to increase web traffic to
the center’s new NAVIO Surgical page.

The greatest challenge for Julie’s campaign would be finding the right audience in
such a niche field. We would need to target specific geographic areas, focus on
relevant demographics and reach users who had already shown interest in knee
replacement surgery.

In order to promote the brand and pull more quality traffic we settled on a display
campaign aimed at senior adults. Our strategy included the following:

  • Reach new potential customers based on their internet browsing and shopping
  • Create a custom list of keywords and place ads on websites containing relevant
  • Target users who had previously visited the medical center’s website or clicked their
    ads, in order to continue to draw their interest.

At the end of the campaign…

Did the campaign work? Find out!

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