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Targeted advertising in Instagram for dealer and manufacturer of medical equipment

13.01.2021

Our agency has a large experience in setting up targeted advertising in various social networks. Before launching a campaign, we will analyze the audience, create relevant ads and develop creatives based on the customer’s wishes.

 

In 2020, we set up targeting for Endomed – a distributor of medical equipment.

 

Read more in the article.

 

Goals and objectives

 

The goal of the project was to increase the number of orders for products.

 

To achieve it, the following tasks were set:

 
  1. 1. Analysis and parsing of the target audience
  2. 2. Creating the concept of advertising publications (texts, creatives)
  3. 3. Launching and tracking campaigns
  4. 4. Summary of results, preparation of reports
 

Before we share the project, let’s have a few words with the company.

 

About the customer

 

Endomed is a dealer and manufacturer of endoscopic and electrosurgical equipment, endoscopic systems and systems for the diagnosis of osteoporosis, as well as devices for video capsule endoscopy.

In addition, the company is a service center – repairs devices, provides advice on their operation for medical personnel and conducts training sessions.

 

The brand has been cooperating with private and public hospitals for 24 years, providing them with high-quality equipment.

 

Over the years, Endomed has managed to serve more than 3,000 customers.
We started working with the organization in 2020, and one of the areas of promotion was setting up targeting in the social network Instagram.

 

Implementation

 

Analysis and parsing of the audience

 

The company has a website, and is also promoted through Instagram. The page contains news, information and sales posts.

 

When collecting the audience, the following parameters were taken into account: gender, age, social status, field of activity and interests.

 

We used several sources for parsing:

 

1. Subscribers to the pages of your competitors

  • 2. People interested in these topics: medicine, endoscopy, gastroenterology, rheumatology and osteoporosis
  • 3. Medical organizations (selected addresses based on the « medicine » interest).
 

Using the collected categories and selected parameters, we created a look alike audience.

 

A Facebook pixel was also installed to collect visitors from the client’s site.

 

After collecting and segmenting the database, we started preparing texts and visualizations.

 

Development of advertisements

 

Images and videos play a key role in Instagram. They should be attractive, bright and catchy. We have created a number of creatives in the corporate style (red and white colors).

Examples of announcements

We had several campaigns, so the creatives changed every week.

 

We also wrote sales texts taking into account the wishes of the customer and the needs of customers, described the characteristics and advantages of the products.

Examples of announcements

The last stage was summing up the results and preparing reports.

 

Analytics and reporting

 

We provided the client with both interim reports and full-month totals. During the operation we monitored the reaction of users.

 

Each individual campaign was analyzed by performance parameters, which helped to make changes in time and offer ideas that will increase the number of requests and traffic to the site.

 

Now we are ready to take stock.

 

Results

 

A month later, we are ready to share the results:

 
  • 1. The number of impressions was 54,875 thousand
    2. More than 1000 people clicked on the link
  • 3. CTR was 1.82%
 

Thanks to a competent approach, we were able to increase sales.

 

The main goal was achieved – the customer was satisfied with the resulting effect.

 

Conclusion

 

We will help you increase sales through various marketing channels. In addition to targeting, we also do contextual, viral, teaser, banner and display advertising.

 

Together we will achieve our goals!

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