Raising Awareness around Critical Genetic Testing
Genome Medical wanted to spread the word about its genetic counseling and testing services, which is available to consumers, health systems and employers everywhere. We were there to help.
Broadening the Message around Critical Health Testing
As a startup, Genome Medical seeks to help people understand whether they are at risk for certain types of breast cancers and other inherited conditions. The company sets itself apart as the first and only telegenomics practice in the U.S. that provides genetic tests and counseling services direct to consumers. Through a combination of paid media marketing, content marketing and web design, we helped Genome educate the public about these life-saving tests.
Two Key Opportunities
Increase awareness of products and services
Generate more traffic to their website
Highlights
-
91
%
Rise in goal completions (YoY)
-
230
%
Increase in users
-
31.8
%
Conversion rate
-
677
%
Keyword growth
Increase Awareness of Products and Services
We partnered with Genome Medical to run a paid media campaign aimed at raising awareness for their genetic counseling services around the breast cancer (BRCA) gene and its many mutations. Facebook carousel ads helped gain the interest of qualified consumers while our paid search ads converted researchers looking for more information about the BRCA (breast cancer) gene.
Generate More Website Traffic
To maximize impact and allow for continual testing of the impact of certain ads, our team developed a landing page that informed consumers about how the BRCA gene mutations can affect both men and women. The campaign page drew in new audiences to Genome Medical. Through testing, we determined the keywords and pricing at which consumers were most likely to convert. Genome used this impactful information to update its website and increase overall traffic.
Outcomes
Increased awareness drove testing sign-ups
-
230
%
Increase in users
Prior six months vs. same time last year
-
31.8
%
Conversion rate
The Soon-to-be-Moms campaign saw a major boost in the first three months
-
677
%
Keyword growth
The top three positions grew massively year-over-year
-
368
%
Increase in all keywords
Year-over-year growth continues across the board for each keyword
-
2.4
%
Abandonment rate decrease
Visitors who took no action on the site dropped year-over-year
-
34
%
Paid search spend increase
Renewed efforts to boost paid search visibility paid off
-
45
%
Decrease in cost per click
Best SEM practices sliced CPC expenses by nearly half
-
169
%
Paid search traffic
Traffic from paid search efforts jumped, year over year
Lets make this year your best yet.
