The Elliquence Disc-FX® System is an innovative, minimal access spine system designed to efficiently access the damaged disc without injury to surrounding disc anatomy.
Our goal with Elliquence was to bring patient awareness to their Disc-FX System through the MEDcraze platform.
Elliquence wanted an overwhelming presence on MEDcraze, so we decided on the Topic Takeover Package. The topic takeover includes an interstitial video page that all visitors to the topic page will see first, before continuing to the main topic page.
The interstitial video page includes an Elliquence Disc-FX marketing video as well as a custom made banner, created by our in-house designers.
After a set time limit, 15 seconds in this case, visitors are given a link to continue to the topic page.
We worked with Elliquence to choose a topic page that would provide the best fit to showcase the Disc-FX system. Together we settled on this Bulging Disc Herniation topic page.
Rather than utilize our network of physician content contributors, Elliquence chose to use their own key opinion leader to present their Disc-FX technology on the topic page.
Elliquence provided us with a topic introduction video from their KOL and we created the banners for the topic page.
The banner ads and video were added to the Bulging Disc Herniation topic page. Each of the banner ads link to the Elliquence website.
Once the topic page was live, we made it the Featured Technology on our homepage. The topic page was also listed in our recent topics feeds that appear on every page throughout our site.
Our strategy was to create multiple ad campaigns focused on the topic of Bulging Disc Herniation. We wanted to only target our specific audience: people who may have bulging discs.
Targeted visitors will be provided with information about bulging discs, presented by a physician, which builds trust and shows authority.
As the visitor is educated about bulging discs and the Disc-FX system, they will see the Elliquence banner ads, giving them the opportunity to click to learn more.
We will be looking for engagement on the page and videos, as well as clicks on the banners, resulting in visits to the Elliquence website.
During a timeframe of 50 days, our Bulging Disc Herniation marketing campaign ads were seen by over 487 thousand people. Of these, 13,575 visited the topic page.
This campaign also created engagement. Out of the 13.5k visits, 313 clicked on a banner or link and visited the Elliquence website, giving the campaign a 2.3% click-through rate.
The average time spent on the topic page was 2 minutes and 16 seconds, which also shows the visitors were engaged with the content and messaging.
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In addition to visits to the MEDcraze Bulging Disc Herniation topic page, the ads for this campaign received a healthy amount of user engagement.
Users shared the ads 275 times to their networks, spreading the message further.
The ads were saved 283 times and “liked” 745 times. This shows that the campaign ad messaging resonates with users.
The campaign received 81 comments across the various ads. The comments seen here are just a small sample of the overall comments and questions.
This campaign also allowed Elliquence to get their Disc-FX patient marketing video in front of their potential patients.
The video was viewed 12,100 times by visitors to the Bulging Disc Herniation page. 1,000 of these viewers watched at least 50% or more of the video.
The campaign was focused on visitors from the United States. 99.6% of visitors to the page during the timeframe of this case study were located in the US.
38% of visitors were aged 25-44 and 62% were aged 45 and up. The gender split for this campaign was 27% men and 73% women.
MEDcraze is a unique online destination built by healthcare providers and you, the consumer.
MEDcraze is an advocacy platform that allows you to search for the latest information surrounding healthcare and the medical industry at large, with topics and content generated by both clinicians and everyday people.
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