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Dermatology

Dermatology

A revolutionary medical treatment needed to breakthrough to the aesthetics consumer market with a new brand refresh, alongside new patient demand and acquisition strategies. MBI was one of the partners that were chosen to help revitalize this brand and kickoff its consumer marketing re-launch. The primary KPIs were to increase awareness and web traffic.

Smart Media Approach

Given the pilot budget, and broad target audience, our team recommended a combination of traditional AM/FM radio for efficient reach plus streaming radio for enhanced targeting capabilities and lead tracking. MBI worked closely with the client to select the test markets based on efficiency of media costs, the number of active practices with their system, historical lead conversion rates of each market and assurance of geographic diversity.

In each of the pilot markets, our team vetted dozens of potential DJ endorsers who were interested in the medical treatment. We evaluated each candidate based on their station and program ranking, social following and current endorsement roster. Ultimately, we partnered with the client to treat 17 endorsers across the 5 test markets. Our team coached the endorsers to effectively share their treatment experience and personal results, while remaining legally compliant in claims. Their testimonies were a powerful tool in building interest and trust in the brand. MBI also consulted on the development and production of two brand spots, which were used to supplement the endorser spots and provide more education on the treatment.

MBI case study for a dermatology brand

Results

On average, the client received a 66% lift in website traffic and a 4x lift in branded search, indicating growing awareness. Local feedback in the pilot markets was overwhelmingly positive, and they have expanded to additional markets.

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00 % average lift in website traffic

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00 x average lift in branded searches


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“The MBI team is a group of passionate negotiators that work tirelessly to secure a high value return for RaceTrac’s investment. In addition to being responsive, solution-oriented and ready to act on a moment’s notice, MBI is a great culture fit for RaceTrac – our teams work hard and play hard together, resulting in fun, thoughtful media campaigns for our brand.”

- J. Rodgers, Brand Director at RaceTrac