Case Study — 7 Min Read

Reimagining the lead generation to get specific patients eligible for clinical research – a Case study with a global company running medical trials

Case Study — 7 Min Read

Reimagining the lead generation to get specific patients eligible for clinical research – a Case study with a global company running medical trials

About the company

Our client is an international network clinical trial centre. It has been offering its service for over 20 years, by running programs clinical trials for patients with various diseases. Due to its expansion nowadays the company has more than 200 offices around the world.

The challenge

The client wanted us to acquire B2C leads, i.e. precisely specific patients eligible for research clinical.

How we make it?

1. A thorough analysis

We have researched customer needs during individual in-depth interviews (IDI). Based on the insights we developed the core idea of the campaign we established that potential patients before signing out for the examination would appreciate access to new and free treatments and doctors specialists without queues.

2. Landing Page with an intelligent form

We designed a simple landing page with a copy based on language, problems and the needs of the target group. A unique value for a potential patient was access to new and free methods of treatment under the supervision of specialist doctors. Therefore, we have developed cohesive and professional communication for potential patients. To tailor the website for the client’s needs we also used a version for mobile devices.

While building the landing page from the ground up we had to face the problem of keeping the interface as clean as possible, incorporating 12 mandatory fields with the logic of classification of leads stuck inside the LP. Developing it from scratch we started with UX tests, UI interface designs, server configuration, and other administrative work. The scope of work also included copywriting and improving the customer journey through AB tests and tools such as HotJar.

Targeted Campaigns

Alongside the launch of the landing page, we stated the campaigns, which were to reach the targeted audience. In order to reach our goals we used Facebook Ads as well as Google Ads.


Due to the characteristics of the targeted group, we decided to conduct communication through Facebook. Based on the Interests and demographic data, we determined the recipients by crafting the messages which were based on associations. According to the internal message relevance indicator we got 9 out of 10 possible points. In addition to the classic campaign, we launched remarketing.

As part of the campaign, we used detailed targeting. This allowed us to achieve:

  • Cost optimization – each ad goes exactly where it should. In this way, we remove accidental views.
  • Effectiveness – an ad that is displayed where it should generate valuable leads in a shorter time.
  • Brand building – recipients gain confidence in companies that can create an advertising campaign that meets their conscious and unconscious needs (consumer insights). Thanks to that consumers are more likely to use their services, assuming that the product or service will also serve them well.

Search and Display campaigns – Google Ads

To maximize the results we created a PPC campaign with Google Ads – by choosing keywords used by the targeted group we showed ads that encouraged subscribers to research. Additionally, we used display campaigns supported by remarketing.

How did we ensure effective advertising in Google Ads?

  • We took care of the close tie between the keyword and the ad text.
  • We included the main text word in the header
  • We adjusted the page path and landing page
  • We distinguished a unique offer proposal.
  • We have added a call to action (CTA).
  • We created ads according to the guidelines specifying the use of GoogleAds.
  • We have tested the posted ads many times.
  • We added exclusions regularly to prevent ads from showing on the wrong terms.


Results from the period 12/09/2018-19/09/2018 (8 days)

  • 2 359 visits on a dedicated landing page
  • 251 leads meaning all the people that completed the form and expressed willingness to be a participant in the study.
  • 11% of conversion between visits on the landing page and leads.


Building an effective and efficient way to obtain valuable leads is like a marathon. It requires a lot of training, proper preparation, success, and failures. The latter ones sometimes can be very painful and costly with pain, blood, tears, and stumbles. On the other hand, they allow us to learn the most. If we learn from them, they will ultimately lead to success … in sales. As with marathon preparation, focusing on just one aspect may not be successful.

An athlete without proper preparation will not break the Olympic record if his only weapons are well-designed boots. He or she can win the medal and glory thanks to hard work, training routine, equipment support, and the experience of the coaching staff. We observe a similar process when generating B2B and B2C leads. It also requires more holistic thinking. The success of a lead generation campaign focused on acquiring valuable contacts is dependent on the following factors:

  • brand awareness, knowledge, and trust
  • effective digital campaign (e.g. FacebookAds, GoogleAds)
  • landing page designed for the target group (UX / UI)
  • contact with the customer
  • effective sales process.

Deficiencies of only one of those aforementioned components may harm acquiring valuable B2C and B2B contacts. Focusing only on generating as much data as possible within the campaign, without taking care of the other elements, may not bring the expected results. It’s not hard to see that the campaign is only an element of the entire picture. Therefore, it is worth the effort to take care of gradual and steady development of all stages.

According to market research conducted by Bain & Company, a dissatisfied client will pass on his frustration and negative feedback about your company to 12 people close to him.