Integrated Lead Gen Campaign
Challenge
Cynosure is a leading developer and manufacturer of a broad array of light-based aesthetic and medical treatment systems. Their products are used to provide a diverse range of treatment applications such as hair removal, skin revitalization, and scar reduction, as well as the treatment of vascular lesions. Cynosure came to Overdrive to increase the number of physician consultations generated by their paid search and digital lead generation programs for their SculpSure product. SculpSure is the world’s first FDA-cleared laser treatment for non-invasive lipolysis of the flanks and abdomen. It’s a state-of-the-art, controlled light-based technology, ideal for patients looking to get rid of stubborn fat.
Solution
Paid Search Management (SEM) Overdrive restructured the SculpSure paid search program in order to target and focus on users with a demonstrated interest in the SculpSure product and associated benefits. The following tactics were implemented to target users who were looking for physician consultations: Focused Keyword Targeting Modified Match Types Tightened Geo Targeting Campaign Restructure Microsite Design and Development Overdrive designed and developed a lead gen-focused microsite that accurately conveyed the SculpSure brand while also leveraging advanced technology such as IP-based targeting to deliver geo-specific provider results. Conversion Path Optimization Overdrive worked with Cynosure to streamline the paid search conversion process to effectively and efficiently drive targeted physician consultations. Banner Creative Overdrive designed and developed banner creative that complimented the SculpSure brand and enabled the campaign to extend its reach via display advertising.
Results
Since its launch, the campaign has generated significantly improved results when compared to the benchmark.
Overdrive Interactive
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