Finding a Needle in a Haystack
The Food Allergy Institute helps eliminate food allergies through a proprietary program called Tolerance Induction Program (TIP), the first remission-inducing treatment for food anaphylaxis that leverages machine learning and patients’ unique health data to develop personalized treatment plans for each child.
CHALLENGE
CHALLENGE
Food Allergy Institute needed to find potential new patients and families. However, due to the high cost of TIP, the limited insurance coverage available, lack of FDA approval, and the travel commitment that the program required, the audience and market size was limited.
Additionally, childhood food allergies are a terribly frightening thing. And they limit what everyone in the family can do. It’s quite debilitating and horrible. The TIP program developed by Food Allergy Institute helps remove that, so kids and their families can just be “regular” again. Initially, the organization was using fear-based messaging that was not resonating with audiences and thus enrollments via a web-based form were low.
SOLUTION
Wax helped the organization hone in on a high-income audience within a specific age bracket that was geographically located near international airports. We then layered in a propensity towards innovative treatments, such as individuals who had unsuccessfully tried competing treatments for their children. We crafted an integrated digital marketing campaign consisting of demographic, contextual, and behavioral targeting layered with custom audience targeting using third-party data to effectively reach targets and put compelling messages that focused on positive payoffs to motivate them to call for a consultation and enroll.
