Healthy Weight for Life (HWFL) is an effective weight management program designed by Prima Health Solutions for patients suffering from osteoarthritis, heart disease and diabetes. Since the program is fully funded by a large list of health funds, Prima Health Solutions was looking to increase awareness of the program to members of the participating health funds.
OMD conducted an extensive digital marketing research on the program’s target audience, detailing the best channels for reaching the desired audience for attracting them to the program. As part of the digital marketing plan we performed the following:
- Identified the target patient and his/her detailed profile.
- Identified where they are congregating online and offline, what groups and communities they are members of.
- Identified target audience motivations, goals and challenges.
- Created a targeted message and hook through a sales funnel to attract target patients to join the HWFL program.
Every good campaign ends in conversions, which usually happen on a landing page. To get a higher conversion rate, the landing page needs to be informative and tailor-made to the search terms and outcomes you’re optimizing for.
So after an in-depth discussion with the Prima Health Solutions team, we designed, built, and launched a sleek, custom landing page that clearly explains the benefits of the HWFL program. Since there were a range of criteria that need to be met in order to qualify for the program, OMD worked closely with Prima Health Solutions to build a self-assessment quiz that would determine whether a person is eligible for the program.
As a result of the campaign, the number of new participants to the program has increased by 75% in just 1 month.