Healthcare Marketing Case Study: How We Achieved a 73% Landing Page Conversion Rate from Meta Ads
Increased CTR v. Benchmark
Meta Ads Traffic Converted on Website
Instagram Likes
The Alzheimer’s Association is an organization leading the way to end Alzheimer’s and all other dementia — by accelerating global research, driving risk reduction and early detection, and maximizing quality care and support. Partnering with the Ad Council and Llama Lead Gen, the Alzheimer’s Association launched a campaign to raise awareness and assist people in recognizing the early signs of Alzheimer’s to improve healthcare outcomes.
In this marketing campaign for Alzheimer’s early detection, our targeting was centered around older Hispanic people who are about 1.5 times more likely to have Alzheimer’s or other dementias than older White people. The goal of the campaign is to increase early diagnosis of Alzheimer’s by encouraging people who have started to see cognitive and behavioral decline in their loved ones to act quickly to get their loved one evaluated by a Doctor.
The Meta marketing campaign ran across Facebook and Instagram Ads (Meta Ads) with both English and Spanish language creative targeting adults 40+ with a parent or spouse 65+. The main KPI of the campaign is to drive traffic to the landing page to learn about the 10 early signs of Alzheimer’s. The campaign wrapped with 17.7M impressions, 5.5M video views, 657K clicks and, 478K landing page views across Facebook and Instagram at a CTR of 3.70%. The creative also generated a large volume of discussions amongst English and Spanish-speaking audiences.
The Impact of Social Media Marketing to Raise Awareness about Early Signs of Alzheimer's
There are nearly 7 million people who are living with Alzheimer’s in the US and that number is expected to grow exponentially. Currently, the majority of the help provided to older adults with Alzheimer’s in the US comes from family members, friends, or other unpaid caregivers. Caring for someone with Alzheimer’s can take a huge toll on the caregiver both physically and mentally. About 25% of those caregivers are a part of the “sandwich generation” meaning that they are responsible for the care of an aging parent and at least one child.
Early detection of the disease can improve overall care outcomes as it allows for timely interventions like medical treatment, lifestyle modifications, and support services. These interventions can help manage symptoms more effectively, slow disease progression, and enhance quality of life for both patients and their caregivers.
With an objective of driving traffic to the website, the campaign targeted A40+ with caregiver or family interests across Instagram and Facebook. We also leveraged Acxiom data (a data provider we work with) to reach users who are in the Latino/Hispanic demographic. With the creative refresh from last years’ campaign, the video assets had both English and Spanish versions available at 15s, 30s, and 60s. Each of our interest and demo audiences were broken out by the version of the ads they were designated to receive as we were interested in understanding the performance differences between the two languages.
Healthcare Marketing Objectives and Goals
The primary objective of this campaign was to raise awareness of early signs of Alzheimer’s amongst Hispanic Pre-Care Partners. Specifically, we aimed to:
Raise awareness of early signs of Alzheimer’s disease to improve healthcare outcomes for the patients
Empower family members of older Hispanic adults to learn to differentiate between normal signs of aging versus early signs of Alzheimer’s
Increase early diagnosis of Alzheimer’s by encouraging Pre-Care Partners to get their older family members to be evaluated by a doctor if there are signs of decline in mental capability
The Challenge
With the Alzheimer’s Awareness campaign, it was important for our team to understand the nuance of this healthcare crisis and how patients and caregivers are impacted to help us recommend our target audiences. Given the sensitive nature of a healthcare PSA, we needed to hone in on the audiences most relevant to this issue.
One of the main challenges of this campaign was to ensure that the budget was allocated proportionally across the two sets of English and Spanish-speaking audiences for us to gauge the true difference in performance. We needed to ensure that we found the most relevant audience to tailor the language of the creative to the viewers to drive them off the Meta Ads platform to the campaign landing page.
The Ad Council, on behalf of the sponsors (Alzheimer’s Association), looked to partner with Llama Lead Gen to solidify their audience approach to drive traffic to the site. With the past success of campaigns between Ad Council and Llama Lead Gen, we were able to leverage this existing trust and relationship to collaborate on a media plan.
Social Impact Strategy for Healthcare Marketing
The Ad Council and Llama Lead Gen chose Meta Ads as the main platforms for the Alzheimer’s Awareness campaign. We targeted video creatives against A40+ using a mixture of short and long-form dual-language videos (15s, 30s, and 60s). Short-form videos were targeted against our prospecting audience, while the retargeting audience also received the 60s video after they had been exposed to 15s/30s videos previously. Across Meta Ads, we optimized for traffic to the website where viewers can engage further with important educational material about the disease.
We targeted our ideal audiences in both demographic and interest-based segments. The segments were broken out and served either Spanish or English language creative given the bilingual nature of the campaign audience.
The video creative featured multiple scenarios showcasing interactions of multi-generational Latino families engaging in family activities. The video demonstrated various signs of early-onset Alzheimer’s that can easily be mistaken for signs of normal aging. The goal of the videos was to encourage caregivers to pay attention and learn the signs to ensure that their loved ones get diagnosed as early as possible to improve overall outcomes.
We monitored the campaign performances and optimized weekly budgets, moving budgets based on audience performance and ensuring that both language versions received comparable media spend. A mix of video concepts and length were leveraged to allow platform optimization flexibility. Llama Lead Gen worked together with the Ad Council to ensure that the ad copy aligned with the nuance of each video.
Solution & Implementation
After a holistic understanding of the audiences and goals of the Alzheimer’s Awareness healthcare marketing initiative, we worked with the Ad Council to align on final ad copy for the ads to ensure relevancy and sensitivity in both English and Spanish. We also collaborated with the Ad Council and sponsor (Alzheimer’s Association) to confirm that the target audiences we selected across Meta Ads were the most relevant. The Llama Lead Gen team took full ownership of the media planning, pixel tracking, and execution of the campaign setup within Meta Ads.
The campaign was launched after careful QA to ensure our campaigns, audiences, and ads were set up correctly. Our team monitored the performance daily and adjusted the budget as needed. Given our interest in understanding the English/Spanish language split of our creative asset, we monitored the campaign carefully to ensure that each received sufficient budget to gauge true performance.
Campaign Performance & Data
The campaign had the objective to drive traffic to the website where the caregivers can learn more about the early signs of Alzheimer’s. Throughout the campaign, we drove a total of 17.7M impressions, 5.5M video views, and 657K clicks from Meta Ads. From a lower funnel perspective, 478K of those clicks resulted in a landing page view on the campaign website. This indicated the relevancy of the audience that we were able to reach as 73% of those who clicked on the ads left the platform to go to our website.
In general, we noted that with a healthcare ads campaign like this, it is important to hone in on relevant segments versus broad demo targeting. Our top performers were with our interest segments whereas the broad demo targeting of Hispanic/Latino adults 40+ saw the highest Cost per Landing Page View despite having the lowest CPM.
Amongst our interest audiences, the caregiver interest segment received the largest percentage of overall campaign spend at 36% and was the top performer in terms of CTR at 3.97%. This insight held across both the English and Spanish-speaking audiences. When looking from a Cost per Landing Page View perspective, we noted that the audience with a family interest, at 16% of campaign spend, had the highest efficiency at $0.14 (2X more efficient than the overall campaign average of $0.31). This meant that while the caregivers clicked through at a higher rate, the audiences with family interest were the ones that made it to the landing page to engage further with the information.
Diving deeper into the language split among our audiences, the English language asset received 71% of the campaign spend due to the larger size of the available audiences. Interestingly, the English language variations saw better performance in CTR and Cost per Landing Page View that were nearly 2X more efficient when compared to the Spanish-language creative.
However, despite the lower performance against the campaign KPI, the Spanish language creative generated a much higher volume of engagements on the ads (comments, shares, reactions).
Social Media Engagement
While engagement was not the main KPI of the campaign, we drove 25.8K reactions, 1.3K comments, and 5.5K shares. Spanish language ads made up 50% of all engagement metrics despite receiving only 28% of spend. The Spanish assets had an engagement rate of 0.26% vs the English assets at 0.14%.
The strong engagement indicated that we reached a highly relevant audience segment. Our ad messaging helped those affected find a community by sharing stories of their own struggles with loved ones who are suffering from Alzheimer’s.
17,764,620
Impressions
657,364
Link Clicks
477,745
Landing Page Views (73% Clicks to LPV)
Insights and Learnings from the Alzheimer’s Awareness Marketing Campaign
“The small changes that are mistaken for normal aging, could be the big warning signs to act” was the tagline for the new Alzheimer’s Awareness campaign. Early detection and diagnosis can enhance the lives of those suffering from Alzheimer’s as well as the caregivers who look after them. The Alzheimer’s Awareness campaign had a goal to engage with Pre-Care Partners in the Latino communities to empower them to take charge of the healthcare outcome of their loved ones by learning the early signs of Alzheimer’s.
By leveraging a traffic driving campaign across Meta Ads, we were able to generate 17.7M impressions, 5.5M video views, and 657K clicks from Meta Ads. From a lower funnel perspective, 73% or 657K of the clicks from Facebook/Instagram ads converted into a landing page view on the campaign website. Additionally, we saw strong engagements from the community to share their own stories in English and Spanish.
There were key learnings that we took from this campaign to implement in future initiatives. From a targeting perspective, we saw the importance of narrowing down the Hispanic community into the interest-specific segments. Specifically, we saw that the Cost Per Landing Page Views and CTR were significantly stronger across the caregiver and family interest audience than the broad demo targeting.
From a timing perspective, we considered November (National Alzheimer’s Day) and May (Mental Health Month) for future iterations of the campaign to achieve better alignment. Additionally, we are looking into a secondary campaign of engagement specifically for Spanish audiences as we saw very strong social engagement amongst this audience.
The Ad Council and the sponsor’s satisfaction with the campaign’s performance is a testament to its remarkable success and the effectiveness of our strategic approach. The results not only underscore our collective impact but also highlight the campaign’s impressive reach and profound engagement, even within a niche target demographic.
If your organization is passionate about making a difference and aims to leverage video campaigns to increase awareness around important healthcare issues, Llama Lead Gen is ready to guide you through this journey. Our expertise in aligning campaign goals with audience needs ensures that your message not only reaches its intended audience but resonates deeply, empowering and enhancing the lives of those affected.
Ready to make an impact? Let’s collaborate to craft a healthcare marketing campaign that not only informs but can potentially improve the healthcare outcome for someone. Reach out to us, and let’s discuss how we can use strategic video campaigns to address the healthcare issues that matter most to your audience.
