In early 2021 another agency started a lead generation campaign using paid SEM that was getting zero leads and zero calls to ENT doctors. XDS was brought in to identify the issues and come up with a plan to move forward.
XDS did extensive user research, including onsite user tracking, patient/stakeholder interviews, and a deep dive into Google Analytics to identify UX issues with the website. We also looked at GA audience data, as well as past SEM analytics to identify the shortcomings of the current campaign.
XDS created a new microsite experience that delivered a refreshed brand campaign with a revised and simplified UX that focused on the key conversion goals of having patients find a SINUVA specialist near them and call for an appointment. We geotargeted content so we could cut down the clicks/effort a user needed to find a local doctor. We also installed call tracking for all the doctors’ phone numbers so we could clearly track how many users were reaching our goals.
On the paid media side we looked at what cities had the largest amount of ear, nose, and throat specialists that offered SINUVA, and paired that with actual SINUVA sales data, resulting in four key cities to focus our geotarget SEM and Facebook campaigns in.