Philips CPAP Recall
How we generated signed cases for our clients through custom intake criteria and leveraging historical performance data.
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Client
Anonymous Obu client
Services
Created an informative campaign landing page and advertising strategy tailored to those who used the recalled Philips breathing devices and were injured as a result.
Established seamless lead delivery to the firm’s intake system via API.
Results
Generated 219 cases for our clients over the course of seven months. We leveraged historical performance data in order to relaunch the campaign effectively after a three-month hiatus, resulting in a lower cost-per-case than in the initial round of the campaign.
Total signed cases: 219
Our Goals
After Philips issued a recall of their CPAP and other widely used breathing devices, two firms approached Obu to run a collaborative national campaign for leads who used the recalled devices and were injured as a result. The list of potential injuries from using these devices was extensive, and the firms were seeking cases with specific injuries. Our goal was to generate signed cases for our clients that met the criteria they determined by doing the following:
- Build an informative web page with a custom web form that pre-qualified individuals for their intake team.
- Integrate lead delivery with their case management system via API for seamless, real-time delivery.
- Develop and launch ad campaigns to increase awareness, then analyze performance data to optimize ad sets.
Here’s What We Set Out to Do
- Goal #1: Build an informative landing page for our target audience
After preliminary conversations with the firms and understanding the qualifying criteria, we built a landing page with a custom webform outlining the products recalled and potential injuries the user may have. - Goal #2: Integrate lead delivery
The firm handling the intake of the leads had a well-established case management system. Through an API, we established immediate lead delivery to their system to allow for efficient management of the leads from the campaign. - Goal #3: Develop and launch ads, then optimize based on performance for ongoing success
We created custom ads using product imagery, and over the course of the campaigns parsed out highest performing ad groups and optimized around them in order to maximize our clients’ budgets.
The Outcome
The seven-month campaign resulted in:
