Case Study: Non-Profit Medical Industry
A 6-year-old independent, privately funded 501(c)(3) non-profit foundation (Organization A) with a mission to promote high-quality basic and clinical research, as well as education that leads to improved outcomes for patients, located in the United States, wanted to increase brand awareness among its highly-targeted niche community of 8,000 doctors.
Organization A, which was established in 2013, had a goal of increasing brand awareness among its niche community of approximately 8,000 specialty doctors. Paradigm Marketing and Design worked with Organization A to create a digital presence on social media by implementing business pages for the organization on both Facebook and LinkedIn. With the creation of these new social media pages as a tool to increase brand awareness, our tactical goal was to increase the organization’s number of followers by 100%.
By late 2018, Organization A’s social media presence was growing at a steady rate thanks to an organic strategy of cross-promoting its social media pages through email marketing, its website, and in-person events and meetings. Organization A wanted to further increase the rate at which its social media followers were growing, so in accord with Paradigm, Organization A set a goal of doubling its Facebook following by the end of 2018 and implemented a more aggressive marketing strategy to achieve that goal.
TAKING ACTION: REMARKETING
Organization A wanted to attract a highly-targeted niche audience of specialty doctors to follow its Facebook page, and therefore, a traditional Facebook advertising campaign would have been too broad. Due to the narrowness of the audience, we suggested creating a Facebook remarketing campaign to target those individuals within the United States and Canada who had visited Organization A’s website in the past 90 days, as well as a broader audience that shared similar demographics to those who had visited their website.
During Organization A’s open grant cycles, there are high volumes of visitors to the site who fall within the organization’s primary target audience. We decided to capitalize on this opportunity by running the remarketing campaign during an open grant cycle; and by targeting individuals who visited the website during that time frame, we were able to focus the advertising campaign on Organization A’s primary target audience. In addition to targeting website visitors, we also targeted a secondary audience – called a “Lookalike Audience” – that Facebook identified as individuals who have common interests or demographics to the primary audience, which in this case were the website visitors. This “Lookalike Audience” gave the campaign a broader reach while still targeting Organization A’s niche community.
The Facebook remarketing campaign ran from November 28 through December 18, 2018. During that time, the number of Organization A’s Facebook page followers increased by 268.4% with a budget of only $700, exceeding the organization’s goal by 168.4%.