Connect Hearing
For Connect Hearing—a leading hearing care provider—direct mail is a tried-and-true tactic. But thanks to a resurgence in its popularity, the competition is stiff; and cost-per-lead creeps up without laser-sharp targeting and constant creative testing and optimization.
As part of a larger integrated program, we worked with Connect Hearing to develop a strategy for methodical testing of offers, formats and creative for three audiences: new prospects, current leads and previous patients. Close measurement and reporting, ongoing offer optimization and strategic format testing paid off: CPLs plummeted and consistently exceeded lead number goals.
Meanwhile, a multi-channel digital strategy leveraged dozens of campaigns—each with unique audiences, geographies and offers. Facebook Dynamic Creative and programmatic display ads allowed for automated optimization and insightful reporting. Email programs achieved a progressive lift in customer and prospect engagement.
Finally, educational content helped to inform and nurture top-funnel prospects.
Objective
Drive awareness and leads for Connect Hearing
Strategic insight
The average time it takes from a person noticing hearing loss to actually getting the hearing aids they need is a whopping 7 years. Anyone with an older parent or grandparent who has experienced this knows the denial and fear that can come with this process. For this reason, we needed to hit prospects with a high frequency across several channels, for an extended duration. But more importantly, we needed to do it in a way that made hearing loss seem less big and scary—with Connect Hearing as an approachable, trusted and convenient solution to address hearing concerns.
Tactics
- Direct mail
- “Paid digital media
- High-value content
Results
- 54% decrease in CPL (from $276 to $127 in a matter of months)
- 20,335 leads generated from direct mail in just seven months
- 1,499 leads generated from a single holiday offer campaign on Facebook
- 76% YoY increase in appointments scheduled