Myomo is a medical device company with a novel orthosis, MyoPro, that helps power the arms and hands of patients with weakened or paralyzed upper arms, commonly from stroke. Myomo’s business model is built on marketing directly to patients, but there are only a few insurance providers that cover the cost of the expensive device to be considered. The only way to view leads as high-quality is if the patient subscribes to one of the select providers. Myomo had been running direct-to-consumer digital campaigns on Facebook and Google only to drive awareness and leads, but they quickly reached a plateau in the summer of 2020.
Since it’s not possible to directly target people by their insurance provider, we had to develop a strategy that would not just maximize leads, but track down high-quality leads. We started by auditing Myomo’s current paid media strategy to understand what was and wasn’t working, then set out to develop a range of tactics that would increase high-quality form submissions while maintaining control of the cost per high-quality lead.
Data-driven decision making
You can’t create an inbound engine with qualified leads without having and studying data. To strip away those unqualified leads and ferret out more high-quality leads, we strengthened data insights by analyzing trends across audiences. In Facebook specifically, we analyzed trends weekly with the aim of collecting data at target segment levels. We then increased our targeted media spend to allow for high-quality leads to scale, without an increase in cost per high-quality lead. We also reallocated spend away from campaigns with low historic performance and continue to become increasingly more efficient through targeting in each channel.
Iterative execution & testing
We knew that a tactical execution of our strategy needed to follow an iterative process if we wanted to achieve optimal campaign results (without disrupting lead flow). In plain terms: we consistently made incremental changes to boost leads and avoid major setbacks. For example, using Facebook and Google machine learning, we optimized everything from ad positioning to ad copy to ensure we were serving up the most relevant message. We also targeted customers using lookalike models built from specific segments of historically qualified leads. As a result, our branded searches have jumped 71% and are coming from potential customers who’ve seen our ads rather than investors.
Creative is always a key element of paid media campaigns, and we wanted to ensure that when our ads find qualified leads, they’re seeing the most successful creative. Across Facebook, we tested Myomo’s image, carousel, and video creative to optimize for the most engaging ads. We also expanded the use of dynamic creative, enabling Facebook to pair up the most successful elements from multiple ads to produce the best overall message.
We knew that the best way to uncover new customers was to expand our reach overall while remaining focused on the stroke market. We launched new initiatives in YouTube, Bing, and Twitter Ads to improve customer reach and deliver precise messaging to potential customers. Since our ideal customer doesn’t fall into Twitter’s general targeting based on interests, we developed creative targeting solutions that would reduce wasted media spend. In addition, our campaigns uncovered related activity in Facebook Groups by segments like stroke victims and veterans. We began engaging organically with these groups and plan to use an authentic brand ambassador to run a Facebook Group for MyoPro.
Myomo is ecstatic with the change in lead quality thanks to their new and refined digital marketing campaign. Here are some of the results to date: