Tripled click-through rates for medical advocacy campaign during adversity
case study
Case summary: tripled click-through rates for World Thrombosis Day
World Thrombosis Day is a global advocacy campaign that educates patients, their families and friends, and healthcare providers about the risk factors, symptoms and impact of thrombosis. Kabloom was asked to boost impressions and engagement.
What we did
Kabloom ran digital and social media advertising. In the first six-week campaign, website traffic almost doubled and ads were seen more than six million times. In the second and third editions, COVID-19 cut the advertising investment and promotion time by two-thirds, so we used insight from similar campaigns and historical data to target audiences and spend more precisely.
The results
Despite the smaller budget and shorter timeline, engagement held steady and click-through rates tripled.
Why it worked
Historical data showed which keywords and audiences performed, so a third of the budget could keep engagement steady.
FAQ
Can a digital campaign perform well on a much smaller budget?
Yes, with good data. When World Thrombosis Day’s budget and promotion time fell by two-thirds, Kabloom used historical performance to refine targeting, held engagement steady and tripled click-through rates.
How does Kabloom charge for association digital marketing?
Kabloom charges fixed fees, not hourly rates, and bills media at cost with no markup. Many agencies add a fee on media buying; we don’t, so more of your budget goes into reaching the people who will register.
Written by the CEO of Kabloom, Richard Torriani. Updated on June 7th, 2024.
Kabloom was tasked to plug into a global advocacy campaign focused on awareness of thrombosis, to boost impressions and engagement. During the 6-week campaign, website traffic almost doubled with ads seen over 6 million times.
The second and third edition of the campaign saw great adversity as covid rates continued to grow. Consequently, the advertising investment and active promotion time was reduced by 2/3. Through key insights into similar campaigns and historic data, Kabloom not only maintained engagement rates, but tripled click-through rates – indicating significant optimization of audience targeting and spend strategies.
Organizer
World Thrombosis Day
Target audience
Patients, their family and friends
Healthcare providers and specialists
Objective
To encourage engagement and action from key audiences to educate and advocate the risk factors, symptoms and impact of thrombosis.
Services provided
- Digital and social media advertising
The long-term success of the WTD advertising campaign and its remarkable click-through rates can be attributed to:
- Ongoing monitoring of top-performing keywords for optimized spend and click-through conversions
- Impactful messaging to engage the audience into taking an action
- Activating top-performing audience groups through historical insights into similar events and previous editions
- Consistent monitoring and re-valuation of content strategy through high-frequency a-b testing
- Segmented targeting techniques according to message group to ensure optimized attendance and interaction on the day of the event
