Indian Branch of Global Leader in Medical Equipment Manufacturing
Target Radiologists in India and generate leads to be serviced by Carestream’s extensive sales network
Contextual and Demographic targeting using search and social media platforms.
Contextual Targeting: To supplement the organic search results being generated from the client’s global site optimization effort, a paid search campaign was commissioned. A leading product from each of the product classes was selected. Buckets of keywords based on the brand and sub-brand, product and substitute products are bid for and optimized continuously to ensure the lead metrics are being met. As an intermediate metric site metrics and performance is also monitored to identify performance of individual products, lead cost is targeted and reduced on a continuous basis.
Demographic Targeting: Facebook’s superior targeting capabilities are utilized to target campaigns to radiologists in India. The same leading products from each product category are selected. A combination of lead generation and awareness building ads are used to attract and engage with Radiologists.
In the initial six months, every traffic-metric was increased by a factor 2-3X or more, necessitating a separate dedicated landing page to manage the high volume of traffic generated.
Lead cost is reduced, delivering higher volumes of leads without compromising on the quality of the leads through continuous optimization.