Lap Band needed brand and generate sustainable call volume to support physicians and clinics in specific metros throughout the United States.
Lap Band
CASE STUDY
Direct Response
Challenge:
Insight:
Qualified candidates for the Lap Band procedure needed to meet a number of criteria (such as but not limited to):
- Elevated Body Mass Index (BMI)
- Geographic proximity to physician and clinics that performed the procedure
- Financial and insurance requirement
Solutions:
- We identified specific programming and dayparts within each metro that generated favorable call volumes. Daily call reports were analyzed against networks, programming, days and day parts.
- Results were cross referenced with other media support and isolated to identify performance spikes, drops, consistencies and growth.
Success:
- Within the first 6 weeks of the campaign, Lap Band exceeded expected call volume by 38% and continued to grow along with a consistent reduction in call costs.
- Through call tracking, analytics and optimization the cost per call has seen over an 80% reduction.
