Path Beyond Pain

Kaplan Center for Integrative Medicine

Helping Chronic Pain Sufferers Find the Path to Relief

  • Brand Development
  • Creative Content
  • SEM
  • Programmatic Display

Challenge

The Kaplan Center’s Path Beyond Pain is an intensive three-week program to help chronic pain sufferers reduce opioid use. Our goal was to find and engage those chronic pain sufferers who had given up hope in finding relief.

Strategy

With no direct media channel to reach these patients, we had to help them discover Kaplan by micro-targeting them where they congregate online, primarily pain-related medical information sites.

Solution

By delving into the mindset of chronic pain sufferers, we developed powerful emotional messaging. A two-pronged media approach was deployed: hyper-focused keyword search and contextually-targeted offer-driven display ads placed within content associated with chronic pain conditions, e.g. fibromyalgia. Programmatic placement allowed for continuous improvement by learning which search terms and content were most responsive, while retargeting kept the offer in front of site visitors.

Impact

Hyper-targeting helped The Kaplan Center realize a CTR of 3.15%, the highest in their experience, delivering nearly 5,000 qualified leads over 8 weeks at a cost of $3.42 each.

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