HYPERTARGETING: FOOD ALLERGY INSTITUTE

Challenge

Food Allergy Institute needed to find potential new patients and families. However, due to the high cost of treatment, the limited insurance coverage available, lack of FDA approval, and the travel commitment that their Tolerance Induction Program (TIP) 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 motivate them to call for a consultation and enroll.