Dexcom
Creative & Production|Media|Analytics|Strategy
Educating audiences and driving leads for a breakthrough medtech product.
The Situation
Dexcom pioneered Continuous Glucose Monitoring (CGM) Systems. At the time of launch, there was low awareness of CGM amongst patients and the medical care provider community.
Hawthorne's Solution
- Employ TV and digital video to raise awareness for the CGM and reach potential users.
- Redesign Web site toward lead-generation focus.
- Expand messaging to include family members and friends who help patients monitor diabetes and who often initiate the purchase cycle.
- Recruit and shoot testimonials of both patients and family members to create :60, :30 and :15 spots for TV and digital video.
- Create a TV and digital media plan based on interests and behaviors and then retarget non-converting website visitors.
The Results
Hawthorne’s media plan produced an impressive 72% increase in average daily qualified leads with a 41% increase in visit-to-lead conversion. On average there were 44% more daily page views and 23% more daily website visits during TV airings. The retargeted audience converted to qualified leads at higher rates when compared to other digital results.
Looking to Skyrocket your
brand success? Look to the hawthorne team
brand success? Look to the hawthorne team
