A Tech Start-up Wanted to Target a New Customer Segment Using Social Media

The Challenge

Previously, all marketing efforts were targeted towards channel partners in Canada and the United States with the intention that those partners would promote the product on the company’s behalf. However, sales had become stalled and demand was decreasing.

The Approach

With sales stagnant, it was time to change tactics to drive bottom-up demand. This was accomplished by targeting consumers directly. The objective was to increase awareness for oral appliance therapy as a treatment for obstructive sleep apnea.

Anticipated outcomes were:

• Increase awareness for oral appliance therapy as an option to treat obstructive sleep apnea.
• Drive traffic to the For Patients part of the website, thereby educating patients and driving them to their dentist for testing and treatment.
• Add value to the client’s dentist partners by having patients search for dentists that use the product once they’ve visited the website.

A limited budget of $300 was provided and allocated across five ads that targeted different consumer audiences. The campaign ran for 30 days, in select markets in Canada and the United States, on Facebook and Instagram.