Increase in lead volume from paid media channels
Increase in click-through rate for Facebook
Decrease in cost-per-lead (CPL) from paid media channels
Growth in total patient leads from paid media
Managing diabetes can be very stressful, time-consuming, and painful through finger pricking, testing glucose levels, and administrating insulin shots. Tandem Diabetes Care has a better solution. Using an insulin pump with an advanced hybrid closed-loop system allows people with diabetes to have a better night’s sleep, less stress, and more freedom to enjoy life.
Tandem Diabetes Care launched its first insulin pump in 2011 within a very competitive landscape dominated by two large legacy providers. With lackluster media results, Tandem Diabetes Care partnered with NP Digital in late 2020, looking for strategic leadership and a more sophisticated bid strategy. The campaign needed to support both adult and pediatric patients looking for a new solution to better manage type 1 diabetes.
Given an aggressive cost-per-lead goal, NP Digital found quick-win efficiencies which lowered the cost per lead (CPL) and increased patient leads (form completions) within the consumer campaign. Due to the early success, Tandem Diabetes Care awarded NP Digital their pediatrics campaign which utilized Search, YouTube, Facebook, Display, and OTT. Reaching the parents of pediatric patients is key to Tandem’s long-term business and marketing goals.
The following tactics proved successful in lowering the CPL and increasing patient leads:
NP Digital and Tandem Diabetes Care partnered to ensure the campaign followed FDA compliance for all keywords and ad-copy, which required ongoing communication and collaboration. We had to strike a balance of conforming to compliance regulations while staying creative to drive performance.
Beyond the amazing channel-specific results, NP Digital leveraged expanded attribution views to understand how the channels contributed to the final conversion. We discovered 82% of conversions occurred within the first 24 hours of clicking or viewing an ad.
Fighting for attention against two large legacy competitors, and a handful of new offerings within the automatic insulin delivery system vertical, Tandem Diabetes Care required a partner that understood when to go head-to-head and when to explore untapped white space.
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