It is estimated that over 32 million people in the United States are affected by osteoarthritis. Some of the challenges to treatment include the slow progression of the disease, difficulty in diagnosing osteoarthritis, and lack of a cure. Treatment options are limited and often focus on managing symptoms rather than addressing the underlying causes. Many people with osteoarthritis also have other health conditions, which can complicate treatment and increase the risk of side effects from medications. The cost of treatment can be prohibitive for some individuals, especially those without adequate health insurance or financial resources.
This study was conducted to evaluate a potential treatment for osteoarthritis, with promise to be safer, more effective, and more cost-effective for patients. However, the client was struggling to reach their target group and was on a limited budget.
A data science approach was employed, which involved testing, targeting, and pivoting. After reviewing the IRB-approved materials, our Ad Team determined which channels would have the highest opportunity for qualified referrals to participants. These channels were tested, allowing us to conclude which channel(s) had the strongest results. Conversions were monitored in real time and adjusted to maximize response from the most qualified audience(s). An effective digital ad campaign was launched based on our results.