Redefining the Audience for a Health Care IT Company
A clinical research company needed more qualified traffic from its target audience. Apertuur provided the right focus.
The Challenge
A $16B health information technology and clinical research company needed to drive more qualified traffic among senior life sciences decision makers.
The primary challenge was choosing the right channels and messages to gain attention early in the buyer journey.
The Solution
Customer insight analysis showed that target audience members use streaming audio as a learning channel, especially early in the week.
Key content engagement triggers were identified. Advertising spend was shifted to match.
The Results
By shifting spend to streaming audio channels and aligning messaging to the content triggers that resonated with senior life sciences decision makers, the client achieved dramatically more efficient engagement — at a fraction of the cost of their previous approach.