Identifying Ideal Markets
Nestlé Health Science is a leader in nutritional science, providing science-based nutritional solutions that enable consumers to manage their health and live healthier lives. COPES, an acronym for Cancer Oriented Personalized Eating & Emotional Support, is a one-of-a-kind nutrition and lifestyle platform available 24/7 via app or internet that enables patients to access ongoing support after leaving a physician practice or clinic, is part of Nestlé Health Science growing suite of solutions.
CHALLENGE
Nestlé Health Science sought Wax’s help to bring the COPES platform to market and build awareness. Cancer journeys are fraught with fear and a sense of loss of control, making it critical to reach audiences with appropriate tone and messaging. The biggest challenge is identifying the right audiences for the product – most digital advertising channels prohibit the ability to target audiences based on medical conditions, especially cancer. Leveraging deep cancer-related experience, Wax worked with COPES to establish a go-to-market plan designed to reach the right audience, at the right time.
SOLUTION
Understanding the limitations of targeting potential patients based on specific medical conditions, Wax leveraged geographical activity data with key online behavior insights to develop a strategy to reach potential patients. A two-part campaign was created, the first utilized geo-framing to capture mobile IP addresses of patients who visited key cancer centers in mid-sized markets and then the data was reverse attributed to reach those patients at their home devices – ads were then served to those who live 50 miles from the city center. We could infer that those individuals would be ideal candidates for a virtual service that would save them a days trip to their cancer nutrition specialist office.
At the time of the launch, most of the U.S. was quarantined as a result of the pandemic. Understanding that patients with cancer are at high risk of contracting COVID-19 and were likely unable to leave their home to receive cancer nutrition support, we targeted the cities with highest outbreak, which coincided with large markets. We leveraged online behavior, interests and look-a-like audiences from the other campaign to place impactful messaging and creative in front of the audiences who needed this service the most.
In each market we conducted multivariate testing to learn what messaging resonated the most. Using this insight, Wax retargeted key audiences across paid search, display and social media, providing a second touchpoint that was supported by a robust behavioral email drip campaign through a marketing automation platform and nurtured leads through a monthly e-newsletter.
