Marin

Medical Device MFR

Case Study

Medical Device Manufacturer Uses Marin’s Search Intent Audiences to Offer the Right Options to the Hearing Impaired

  • 388% increase in conversions compared to traditional non-search-influenced audience strategies
  • 100% increase in daily appointment requests
  • 65% decrease in CPA compared to traditional non-search-influenced audience strategies
  • Challenges

    A medical device manufacturer was looking for a way to re-engage their target audience in the right channel in the right moment. When people with health concerns are researching potential solutions, the window from planning to conversion is long. This Minnesota medical device manufacturer wanted to find a way to deliver more relevant ads to audiences who had expressed actual intent to purchase a medical device. They were interested in engaging people on Facebook across devices with more personalized offers related to what they were searching for.

  • Achieving 1:1 Creative Relevancy with Marin’s Search Intent Audiences

    Using Marin’s Search Intent, this medical device manufacturer was able to automatically generate custom audiences on Facebook based on the keywords people were searching for on Google and Bing. Once Facebook captured the audience, it deployed relevant creative tailored to the users’ specific medical concerns.

    The campaign used a three-pronged approach:

    • Analyzed manufacturer’s search campaigns. Marin evaluated thousands of keywords to select the right ones. From there, we delivered custom messages and solutions to someone showing the intent to purchase a hearing aid.
    • Implemented Marin Software Dimensions. This feature and its URL Builder allowed the medical device manufacturer to tag specific URLs.
    • Used Marin Software’s bulk upload. Marin’s bulk upload feature to scale and automate URL tagging.

    This powerful audience strategy was paired with Facebook Lead Ads, designed to facilitate lead collections via intuitive Facebook forms optimized for mobile and pre-filled with customer info.

  • Marin Search Intent Audiences Drove Optimal Results

    • 388% increase in conversions compared to traditional non-search-influenced audience strategies
    • 100% increase in daily appointment requests
    • 65% decrease in CPA compared to traditional non-search-influenced audience strategies