This case study demonstrates the eternal value of high-quality veterinary clinical content and how it can be given new life with a smart remarketing campaign.
In particular, we look at two dimensions of this campaign:
- Clinical content engagement
- Performance of a remarketed free demo offer
Case Study
This algorithm-driven campaign offered veterinarians a peer-reviewed educational chart with diagnostic and treatment information for a common condition seen in canine and feline patients.
The advertiser planned to remarket to those who engaged with the algorithm by sending a highly relevant offer for a limited-time demonstration, ideally producing sales-qualified leads.
Campaign Goals
This campaign had several goals:
- Generate brand awareness.
- Drive algorithm engagement.
- Provide an audience for demonstration remarketing.
Campaign Details
| Engagement Magnet | Algorithm |
| Messaging | Peer-Reviewed Clinical Content |
| Advertising Vehicles for Algorithm | Email, Native Newsletter, Social |
| Advertising Vehicles for Remarketing | Email, Social |
| Target Audience | US-based veterinarians, practice owners, and practice managers who had engaged with synergistic content in the past |
Campaign Results
This campaign employed A/B testing as well as creative and headline testing to optimize engagement.
Related Article: Remarketing Campaign Blows Past Benchmarks
Algorithm Email Performance
Here are the highlights of the email performance:
Algorithm Native Performance
For 3 consecutive weeks, native ads were placed in the Clinician’s Brief newsletter, where they earned above benchmark engagement. The ads leveraged different creative and headlines optimized based on email performance.
| Native Ad 1 | 212% over benchmark click-through rate |
| Native Ad 2 | 72% over benchmark click-through rate |
| Native Ad 3 | 112% over benchmark click-through rate |
Algorithm Social Performance
The campaign also included social media in its algorithm promotion. Tracking noted the performance on 3 ads was slightly above benchmarks for the clinical content promotion.
Limited-Time Offer Veterinary Remarketing Campaign
Seven months later, the advertiser reactivated the target audience with a limited-time offer exclusive to those who had engaged with the algorithm.
This offer was deployed via a single email and social post, and the results were incredible:
Summary
This case study demonstrates the value of leveraging quality clinical content to identify target audiences for sales-based remarketing campaigns. It also highlights the importance of remembering social media in your sales-based remarketing efforts.
Interested in more information about starting your own veterinary remarketing campaign? Get in touch with our team today.