PICNICHEALTH

A Cross-Channel Strategy That Efficiently Increased Patient Acquisition

7

Studies Supported

1444

New Patient Enrollments

38%

Decrease in Cost-per-Acquisition

7

Studies Supported

1444

New Patient Enrollments

38%

Decrease in Cost-per-Acquisition

The Challenge

PicnicHealth is an innovative health company that empowers patients by easily collecting and digitizing all their medical records into a secure web portal. With the patient’s consent, it leverages anonymized insights from their medical records to support medical research. PicnicHealth partnered with ADM to improve its recruitment campaigns and acquire the necessary number of patients to execute scientifically-valid research studies for patients with different medical conditions. 

Reaching health audiences through digital marketing in compliant, privacy-minded ways can be difficult, but ADM’s multi-channel strategy enabled PicnicHealth to compliantly increase acquisition and reduce acquisition costs en route to its best month ever.

Our Solution

ADM took a multi-channel approach to help PicnicHealth achieve its recruitment goals. 

Social: ADM restructured PicnicHealth’s Facebook campaigns to make its audiences larger, giving the platform more data to optimize from. With fewer fragmented audiences and ad sets, the algorithm could gather learnings more quickly and ADM could then create new iterations of ads more effectively. These adjustments helped PicnicHealth reduce its social cost per enrolled patient by 55%.

Search: ADM implemented a singular broad keyword campaign with each condition broken out into its own ad group. We then created unique campaigns for each condition with exact and phrase match keyword types segmented into its own ad groups for even more efficiency. We also refreshed all image, sitelink, and callout extensions in the account. This overhaul improved outcomes dramatically: One condition saw a 33% decrease in cost per enrolled patient and 175% more enrolled patients month-over-month after launch.

Programmatic: To best target individuals while they were researching the specific conditions, we leveraged contextually-targeted display ads. Our Programmatic and Search teams worked together to identify high-volume and top-performing keywords within Google Ads to decide where to target contextually with Programmatic ads. These efforts produced a 22% increase in clicks MoM, and CTR improved by 180% over the first quarter of management.

The Results

In all, we supported PicnicHealth’s recruitment efforts for 7 different condition-based real-world observational studies. As a result, January 2023 was PicnicHealth’s best recruitment month in the company’s history, and success continued into subsequent months:

  • 1,444 new signups across all active channels in January 2023
  • 55% decrease in social cost per enrolled patient (December 2022 to February 2023)
  • 38% decrease in overall cost-per-enrolled patient (February to March 2023)

Ready to learn more?

Let’s see how we can work together.