CASE STUDIES
Targeted social media campaign for nurse education
Discover how we used strategic imagery and targeting for a hard-to-reach audience in this lead generation case study for Urgo Medical, makers of Urgo KTwo.
Challenge
Our goal was to generate maximum interest in the revolutionary wound care product, Urgo KTwo, with the target audience of tissue viability nurses. We aimed to educate this audience and capture their interest for future marketing updates.
To achieve our objectives, we created a dedicated landing page that explained the three Cs of compression: Comfortable, Continuous, and Consistent, for optimal wound care. This landing page served as a valuable resource to educate tissue viability nurses.
Approach
Facebook was chosen as the ideal channel to meet our objectives, considering our low daily budget and the need to reach and educate a relevant audience throughout the UK. We carefully crafted six assets, including three videos and three images, to rotate and showcase on Facebook during December, January, and February 2023. To define our audience, we utilized industry, job title, employers, and interests targeting options, despite the challenges posed by Facebook’s limitations in healthcare targeting. Rather than narrowing the target audience at the start, we maximised reach within our available budget, ensuring frequent opportunities in the auction process and preventing an increase in Cost Per Acquisition (CPA).
Results
To minimize friction and capture interest effectively, we employed Facebook lead forms instead of requiring users to click through to a sign-up page on the website.
Throughout the campaign, we observed that videos achieved the largest reach and generated the most leads during the first half of each month. As the month progressed, images gained traction and increasingly generated more leads as their reach expanded.
Our social video campaign for the Urgo KTwo wound care product effectively engaged tissue viability nurses, delivering educational content and capturing their interest for future marketing updates.
