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Healthcare Service Beats CPA Goal by 83% and Acquires More Customers With MNTN
Since its inception, this virtual healthcare service set out to disrupt the space. With the goal of making healthcare more accessible, they developed a fully digital customer experience—via this service’s website consumers can easily request various medications and get them sent straight to their doorstep.
The healthcare service’s advertising had focused on paid social media and linear television, though they started to see performance plateau. That’s when they decided to diversify their marketing mix. The healthcare service was eager to test Connected TV (CTV) as a performance channel to reach and convert new customers. MNTN enabled the healthcare provider to reduce their dependence on paid social and achieve their performance goals.
0%
Conversion Rate
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Cost Per Visit
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Lower Blended Cost Per Acquisition Than Goal
Objective
Acquire Net New Customers, Geo Target Audiences in Specific States of Operation and Reduce CPA
With a variety of products to promote—birth control, contraception, skin care and more—the healthcare service was focused on gaining net new customers across their offerings. Not only were they looking to drive profitable consumer acquisition at scale, but they needed a solution that would enable them to geo target audiences in specific states of operation. It was also very important to the healthcare service that they reduce their cost per acquisition (CPA) results relative to their other channels. Leveraging MNTN Performance TV the healthcare service exceeded all their key performance indicators (KPIs).
Solutions
Audience Building, Prospecting, Retargeting, A/B Testing, QuickFrame by MNTN
Excited to reach new potential customers on CTV, the virtual healthcare service launched a Performance TV prospecting campaign. While they had a number of different offerings to promote, they focused the majority of their budget on their most popular product—birth control. Simultaneously, they launched messaging focused on acne treatments. MNTN’s comprehensive audience building capabilities enabled the healthcare service to accurately target a variety of segments including: New Parents, Women’s Health and Skin Care Shoppers.
The healthcare service then shifted their focus to retargeting users who had previously engaged with their brand. With MNTN’s segmentation tool, they easily built an audience from first-party data of consumers who had visited at least two pages on their website within the last 30 days.
Additionally, MNTN Performance TV allowed them to accurately geotarget consumers only within states of operation. By advertising specifically to customers in markets where their product is available, the healthcare service reduced the number of wasted impressions.
The healthcare service found an unexpected benefit from Performance TV in creative testing. MNTN’s A/B testing feature allowed the service to understand which ads performed best. From this data they were able to decide which ads to use—not only on CTV, but on other marketing channels as well.
Speaking of creative—the healthcare service turned to QuickFrame by MNTN to help with the development of their CTV advertisements. Through the QuickFrame marketplace, they found world class video creators who produced high-quality video ads that drove top performance.
The Results
Strong Conversion Rate and Low Cost Per Acquisition
The healthcare service’s CTV campaigns were a huge success—Performance TV produced results that exceeded all their KPIs. Their prospecting and retargeting campaigns successfully drove people to their website, resulting in a 11.34% conversion rate. Another big win for the healthcare provider was their Performance TV cost per acquisition—their blended CPA came in a whopping 83% lower than goal.
After reviewing the performance of their first campaigns, the healthcare service decided to turn their prospecting and retargeting into evergreen efforts, with CTV ads running throughout the year. Because of the success experienced with Performance TV, they allocated significantly more of their advertising budget to CTV.
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