Healthcare Tech Start-Up, Mobile App Ads & Installs to acquire GP’s.

Objective

• Acquire GP’s to the platform

• App Downloads at target CPA

Challenge

The team at Tonic App approached us with the task to acquire more medical doctors to their mobile app medical platform. And app installs or app downloads was only the first goal: we needed to convert these downloads into active users by users. Finally, the app is exclusive to medical doctors were only licensed GPs can sign-up using their registration number.

Strategy

As an exclusive mobile app where only officially registered medical doctors could pass the sign-up process and join the platform, we focused on channels and platforms where we could target them with a high degree of certainty. The obvious answers due to their profile data were Facebook and LinkedIn. But within this audience group, there’s a few relevant websites, tools and mobile apps that they access regularly during their practice and are important for their daily work. Finally, we also had to have careful content (creative, digital ads) consideration to ensure that we pre-qualify the audience to doctors-only at the same time we clearly demonstrate the value proposition of the platform.

Execution

To ensure we maximise sign-ups after doctors download the app but didn’t immediately signed-up, we started by setting up and integrating Google Firebase, Analytics and AppsFlyer with all of the advertising platforms we set to use. Once all the goals, events and conversions were defined with Tonic App’s team and configured in all the platforms by our team we were ready for the next stage which was drafting a complete media plan with prospecting channels, strategies and assets, and all the remarketing strategies based on the pre-defined goals and events.

On campaign setup, we created cross-channel funnels (prospecting to conversion) with Facebook Ads, LinkedIn Ads (LinkedIn PPC), Google Ads and Google Marketing Platform’s Search 360 and DV360, and each of the platforms having a set of specific goals ranging from App Install to video for awareness. Target audiences in Facebook and LinkedIn were set based on profile data, and on the programmatic space, we selected ad exchanges that had the placements we’ve initially researched where doctors use on their day-to-day tasks. The last piece of the puzzle was Apple’s AppStore since Google or any other ad exchange does not integrate with Apple’s store. To drive leads in this channel we set up a keyword campaign with Apple Search Ads that had an emphasis on the tools and apps that only medical doctors typically search and use.

Results

This was Tonic App’s first step into digital marketing (medical marketing) and we’ve successfully grew their doctor base at a cost-per-acquisition below the target set for us and more importantly we’ve set out all the foundation and blueprint for their internal teams to iterate on.

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