Vertos Medical
mild® Procedure | Regional DTC Pilot Test Campaign
CHALLENGE
Norbella partnered with Vertos Medical to promote mild®, a non-invasive outpatient procedure for a degenerative condition called Lumber Spinal Stenosis (LSS). Procedure prospects are often mid-patient journey who have been discouraged by failed therapies and inadequate efforts to relieve their pain, as well as an increased
inability to walk, making mild® a truly innovative, accessible and affordable treatment alternative.
Vertos wanted to invest in their first-ever Direct-to-Consumer (DTC) paid media campaign to test the impact on patient, prescription and physician procedure growth. Key business objectives for the campaign were to: Encourage prospect self-identification for mild® earlier in the disease progression and encourage PCPs to refer patients to a mild® physician before surgery or other alternative specialists.
STRATEGY
The campaign aimed to increase DTC awareness of the mild® Procedure and drive traffic to the Vertos website and ‘Find a mild® Doctor’ tool. Norbella conducted a market analysis to identify four media markets to activate and measure campaign impact.
In the selected test markets, the campaign targeted adults 65+ with the LSS diagnosis. The channel mix consisted of point-of-care/physician office video, paid social, programmatic and endemic digital and paid search. Demographic, behavioral, contextual and geo-location targeting were all key components to finding qualified audiences. Speed to market was critical for this pilot, and creative was limited, so turnkey media placements were prioritized for efficiency.
Norbella built a custom performance dashboard to evaluate market response and paid media impact on business results. Analytics tracking on the website measured detailed onsite interactions with the physician finder tool. This tracking data tied back to the click-based paid media activity, showing the correlation of paid media to campaign performance, in this instance, the physician finder tool interactions.
This insight enabled the client to monitor specific physicians receiving site interactions to inform sales outreach. Norbella also ingested physician-level procedure data to correlate increases in procedure volume to the campaign.
Results
9,000+
Prospect interactions
(site visits, phone calls)
977
Completed procedures
800% ROI
Sales Cycle
Norbella identified a 4-month sales cycle from when a prospect interaction took place on the website to when a procedure was booked.