> For the complete documentation index, see [llms.txt](https://resource.consumr.ai/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://resource.consumr.ai/consumr.ai-case-studies/case-study-library/healthcare-revolutionized-lead-generation-for-a-medical-device-company-amid-changing-ad-regulations.md).

# Healthcare: Revolutionized lead generation for a medical device company amid changing ad regulations

<figure><img src="/files/vk5ibCSRXqcfRZhvNe82" alt="" width="563"><figcaption></figcaption></figure>

### THE STORY

*Adapting to Change*

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The traditional approach of targeting interests related to health was driving leads, but in mid-2022 Meta removed health-related and sensitive interests as targeting options to protect consumer privacy
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<figure><img src="/files/m7nmNGmg3QMyApcoaY3S" alt="" width="375"><figcaption></figcaption></figure>
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<details>

<summary>The Goal (Expand to see)</summary>

The brand needed a way to adapt to their targeting strategy within the remaining options available across each ad platform that ensured regulatory compliance within the healthcare sector. The goal was to find adjacent scale for their digital campaigns targeting to both their HCP and DTC lines of business.

</details>

<table data-card-size="large" data-view="cards"><thead><tr><th></th><th data-hidden data-card-cover data-type="image">Cover image</th></tr></thead><tbody><tr><td>Increase in lead volume</td><td><a href="/files/OITWykdI05LbKwFuOGkM">/files/OITWykdI05LbKwFuOGkM</a></td></tr><tr><td>Lower cost per lead</td><td><a href="/files/Es5r9GHKd7gJwR2pGhVc">/files/Es5r9GHKd7gJwR2pGhVc</a></td></tr></tbody></table>

***

### THE SOLUTION

#### Client Challenges Faced:

* Meta: To find effective ways to reach out to relevant audiences without health-related interests as targeting options which was driving leads.
* Reduce the qualified leads CPA while increasing lead volume.&#x20;
* Google: Identify and convert the leads of Health care providers through the Performance Max campaigns without first party data
* TikTok: Lower the historically high CPA for qualified leads

#### Platform Challenges:

* Meta: The traditional approach of targeting interests related to health was driving leads, but in mid-2022 Facebook removed health-related and sensitive interests as targeting options to protect consumer privacy.&#x20;
* Google: Identify the niche audience of Health care providers who would like to fill a lead for device sampling, without any learning from an existing 1st party audience
* TikTok: The Brand had no insight into their audience on TikTok or how to lower CPL

#### How consumr.ai helps:

* Meta: Unpacking the valuable audiences and creating interest targeting with Continuous optimization to learn the top performing interests and Budget strategy.&#x20;
* Google: Using intent and mindset data to create custom segments of keyword, URLs & search themes for performance campaigns and optimizing the asset groups.
* TikTok: Unpacked high qualified leads as the audience to learn and derive the interest targeting, which drove qualified leads at a lower CPA than standard Lookalike audience targeting.

### NEW COHORTS SECURED

<table data-view="cards"><thead><tr><th></th><th data-hidden data-card-cover data-type="image">Cover image</th></tr></thead><tbody><tr><td>Baking</td><td><a href="https://images.unsplash.com/photo-1532499016263-f2c3e89de9cd?crop=entropy&#x26;cs=srgb&#x26;fm=jpg&#x26;ixid=M3wxOTcwMjR8MHwxfHNlYXJjaHw0fHxiYWtpbmd8ZW58MHx8fHwxNzYyMjE5MjI0fDA&#x26;ixlib=rb-4.1.0&#x26;q=85">https://images.unsplash.com/photo-1532499016263-f2c3e89de9cd?crop=entropy&#x26;cs=srgb&#x26;fm=jpg&#x26;ixid=M3wxOTcwMjR8MHwxfHNlYXJjaHw0fHxiYWtpbmd8ZW58MHx8fHwxNzYyMjE5MjI0fDA&#x26;ixlib=rb-4.1.0&#x26;q=85</a></td></tr><tr><td>Luxury Goods</td><td><a href="https://images.unsplash.com/photo-1483985988355-763728e1935b?crop=entropy&#x26;cs=srgb&#x26;fm=jpg&#x26;ixid=M3wxOTcwMjR8MHwxfHNlYXJjaHw2fHxsdXh1cnklMjBnb29kc3xlbnwwfHx8fDE3NjIyMTkyNDF8MA&#x26;ixlib=rb-4.1.0&#x26;q=85">https://images.unsplash.com/photo-1483985988355-763728e1935b?crop=entropy&#x26;cs=srgb&#x26;fm=jpg&#x26;ixid=M3wxOTcwMjR8MHwxfHNlYXJjaHw2fHxsdXh1cnklMjBnb29kc3xlbnwwfHx8fDE3NjIyMTkyNDF8MA&#x26;ixlib=rb-4.1.0&#x26;q=85</a></td></tr><tr><td>Kitchens</td><td><a href="https://images.unsplash.com/photo-1600489000022-c2086d79f9d4?crop=entropy&#x26;cs=srgb&#x26;fm=jpg&#x26;ixid=M3wxOTcwMjR8MHwxfHNlYXJjaHwxfHxraXRjaGVuc3xlbnwwfHx8fDE3NjIyMTkyNTV8MA&#x26;ixlib=rb-4.1.0&#x26;q=85">https://images.unsplash.com/photo-1600489000022-c2086d79f9d4?crop=entropy&#x26;cs=srgb&#x26;fm=jpg&#x26;ixid=M3wxOTcwMjR8MHwxfHNlYXJjaHwxfHxraXRjaGVuc3xlbnwwfHx8fDE3NjIyMTkyNTV8MA&#x26;ixlib=rb-4.1.0&#x26;q=85</a></td></tr><tr><td>Television streaming</td><td><a href="https://images.unsplash.com/photo-1601944177325-f8867652837f?crop=entropy&#x26;cs=srgb&#x26;fm=jpg&#x26;ixid=M3wxOTcwMjR8MHwxfHNlYXJjaHwyfHx0ZWxldmlzaW9uJTIwc3RyZWFtaW5nfGVufDB8fHx8MTc2MjIxOTI3MXww&#x26;ixlib=rb-4.1.0&#x26;q=85">https://images.unsplash.com/photo-1601944177325-f8867652837f?crop=entropy&#x26;cs=srgb&#x26;fm=jpg&#x26;ixid=M3wxOTcwMjR8MHwxfHNlYXJjaHwyfHx0ZWxldmlzaW9uJTIwc3RyZWFtaW5nfGVufDB8fHx8MTc2MjIxOTI3MXww&#x26;ixlib=rb-4.1.0&#x26;q=85</a></td></tr><tr><td>Subscription business model</td><td><a href="https://images.unsplash.com/photo-1522869635100-9f4c5e86aa37?crop=entropy&#x26;cs=srgb&#x26;fm=jpg&#x26;ixid=M3wxOTcwMjR8MHwxfHNlYXJjaHwxfHxzdWJzY3JpcHRpb258ZW58MHx8fHwxNzYyMjE5Mjg2fDA&#x26;ixlib=rb-4.1.0&#x26;q=85">https://images.unsplash.com/photo-1522869635100-9f4c5e86aa37?crop=entropy&#x26;cs=srgb&#x26;fm=jpg&#x26;ixid=M3wxOTcwMjR8MHwxfHNlYXJjaHwxfHxzdWJzY3JpcHRpb258ZW58MHx8fHwxNzYyMjE5Mjg2fDA&#x26;ixlib=rb-4.1.0&#x26;q=85</a></td></tr></tbody></table>

### THE RESULT

* 3x increase in volume of leads at 32% lower Cost per lead on Meta
* 29% improvement in Cost per lead on Google Performance Max campaigns &#x20;
* 25% improvement in Cost per Lead on TikTok

### PRODUCTS USED

<table data-view="cards"><thead><tr><th></th><th data-hidden data-card-cover data-type="image">Cover image</th></tr></thead><tbody><tr><td>Behavioral reports thats built based from the intelligence of over 2 million consumer signals analysed to unearth what truly comprises your consumer’s behaviours for media strategy and activation as a layer of intelligence over walled gardens.</td><td><a href="/files/tlrmeUoMQStaqrwFQjAK">/files/tlrmeUoMQStaqrwFQjAK</a></td></tr><tr><td>To promote the business to an engaged audience.</td><td><a href="/files/FQoaSeTnxxldKmNwOjQw">/files/FQoaSeTnxxldKmNwOjQw</a></td></tr><tr><td>To promote the business to an engaged audience.</td><td><a href="/files/fChGJtR5QcweOZZKr9GE">/files/fChGJtR5QcweOZZKr9GE</a></td></tr><tr><td></td><td><a href="/files/TWdCYb2C6d6eq1iQexrY">/files/TWdCYb2C6d6eq1iQexrY</a></td></tr></tbody></table>