Case study Healthcare Transformers by Roche Diagnostics

Roche Diagnostics wants to use Healthcare Transformers to offer content to the leading forces in the healthcare industry relating to current and important topics within the industry. New content is continuously published on the platform and featured in regular newsletters. Distributing the platform’s knowledge-intensive content effectively to a specific yet demanding target group is particularly challenging.

In addition to increasing brand awareness, the main campaign goals were as follows:

• Increase the visibility of the platform among the niche target group 
• Higher conversion rate for newsletter subscriptions

To achieve our shared goals with Roche Diagnostics, we are using a push and pull strategy in Google Ads, with Discovery and Search campaigns also coming into play. The campaign is based on the principle of delivering messages to the niche audience by taking advantage of visual creatives (push) and fulfilling users’ need for information with topic-specific advertising in the search network (pull). 

The strategy capitalizes on the power of intent and advanced targeting options. By cleverly linking Discovery campaigns to search activity in Google and embedding this in a comprehensive digital marketing strategy, Healthcare Transformers is able to create a particularly high-quality user journey.

• + 161% conversion rate for newsletter subscriptions 
• - 54% cost per conversion
• 2x monthly newsletter sign-ups

The implementation of the new strategy has created an uplift in brand awareness and attracted high-quality, relevant traffic to the platform, in turn improving the overall performance and success of the Healthcare Transformers platform.