Given such a small, specialized target audience, we knew we’d need to go beyond typical media channels to drive the best performance. That meant using first-party data from top medical sources to message decision makers in the right place, at the right time—including a partnership with Lab Manager and their digital marketing platform.

And once our target expressed any interest, we didn’t let them go. We implemented retargeting to re-message “soft” leads and increase interest, while also focusing on tactics that drove high engagement on the campaign landing page. And anyone who shared contact info received a specialized email to move them further down the funnel—all leading to a significant uptick in vital lab tours.