Best Health Care Online Campaign

Beltone New England, a global leader in hearing health care, sought to expand its digital presence and explore new audience channel opportunities for its line of hearing aids. Beltone's primary goal was to drive sign-ups to its Web site and increase sales. Beltone was well aware of its core audience: seniors over 65. However, being new to the online space, Beltone did not believe they could successfully reach this audience online. Beltone needed to understand the difference between their offline customers and their online prospects. Beltone leveraged Aperture, a proprietary audience measurement and discovery platform developed by Datran Media to gain valuable insights about the composition of its online audience. Leveraging this new insight, Beltone was able to optimize their creative for hyper targeting with ZERO wasted impressions. Beltone discovered the children (baby-boomers) of their original target audience were engaging with the company's online ads. It is this previously overlooked audience that represented the majority of buyers and influencers of Beltone's products on behalf of their parent. It is also Beltone's next customer segment. Beltone learned that 53.1% of the people who took action after clicking were more likely to be female and that the majority of responders had a total net worth over $500k. These findings and more led to more targeted advertising and, ultimately, higher returns on investment in digital marketing. Armed with the knowledge of Beltone's ideal audience online, the company can also advertise on new sites, learn how big their potential audience is online and gain reach and frequency measurement data by DMA for their online campaigns.

Contributors:

Director of Marketing and Business Development for Beltone New England:	Perry Ebel

BLAST! PR

Location: USA