Health IQ Communications
Health IQ Communications Increases Leads at 41% Lower CPA with Taboola Native Ads
Health IQ Communications Increases Leads at 41% Lower CPA with Taboola Native Ads
- 47% Decrease in CPC
- 41% Decrease in CPA
Company
Health IQ Communications is a medical marketing, medical education, and health communications business creating bespoke programs around clients’ opportunities and challenges.
Challenge
Help a pharmaceutical client generate leads among a specific audience for a disease awareness campaign.
Solution
Reach audiences across top publisher sites with Taboola native ads, using Taboola Attentive Audiences to retarget engaged users.
Results
With Taboola, Health IQ helped their client achieve a 47% decrease in CPC and 41% decrease in CPA from April 2022 to August 2023.
Introduction
Health IQ Communications, based in Australia, is a medical marketing, medical education, and health communications business creating bespoke programs around clients’ opportunities and challenges. Health IQ delivers omni-channel communication plans to healthcare professionals, healthcare providers, and consumers in all areas of health and wellness.
Health IQ is committed to crafting innovative solutions and programs that genuinely impact the lives of the patients they serve. They reach spans across the UK, Australia, and the wider APAC region.
Health IQ Targets Audiences Across the Open Web with Taboola Image and Motion Ads
Health IQ Communications was working with a pharmaceutical client to launch and promote a disease awareness campaign. Their goal was to target people with a range of particular clinical symptoms and encourage them to visit a disease specific website. There, visitors could complete a short quiz about their symptoms, download their results, and receive information about contacting healthcare professionals for advice and support.
The strategy was clear: Health IQ Communications simply needed the appropriate channels to share their messaging and connect with their target audience.
That’s where Taboola came in.
As a leading content recommendation platform, Taboola helps advertisers and agencies tap into a network of 600 million daily active users across 9,000 premium publisher sites. Taboola also culls data from millions of customer interactions to identify the top-performing creative assets and optimize campaigns in real time.
For this disease awareness campaign, Health IQ worked with their Taboola team to build Image and Motion Ads that engaged target audiences in brand-safe environments and drove users to a dedicated landing page. Throughout the campaign’s run, Health IQ’s Taboola account manager helped the agency pinpoint creative trends and best practices to optimize their ads and maximize results.
Health IQ Achieves 47% Lower CPC with Taboola Native Ads
Health IQ also leveraged the Taboola Pixel to identify users who already visited the client’s site and engaged with their content. By automatically gathering this data, Health IQ was able to easily re-target these existing users with Taboola ads, motivating them to complete the landing page quiz and move further through the funnel.
The results exceeded expectations. With Taboola, Health IQ helped their client achieve a 47% decrease in cost-per-click (CPC) along with a 41% decrease in cost-per-acquisition from April 2022 to August 2023. Taboola also helped Health IQ generate a competitive visible clickthrough rate (vCTR) and conversion rate for their client — meeting their goal of driving high-quality leads at more efficient costs.
After the success of this campaign, Health IQ is now helping other healthcare clients expand their reach and enhance performance results with Taboola.
“In the heavily restricted and regulated pharmaceutical industry, you need partners that will listen to you and understand your specific challenges. Taboola was instrumental in helping us optimize our creative execution while adhering to all codes and regulations. Taboola’s ability to identify top-performing ad visuals and copy for our campaign also helped maximize our investment and deliver optimal results. Overall, we’ve been very happy with our Taboola partnership.”
- Gary Pattison, Founder and Director, Health IQ Communications