Optimizing Digital Reach & Patient Engagement with Data-Driven Insights
Client Details
Name: Nerlynx
Project Launch: 03/2023
Tags: Marketing, Data Intelligence
Project Duration: 24 Months+
Client Website: nerlynx.com
Overview
Nerlynx, a leading prescription medicine brand in the oncology space, required a comprehensive digital strategy to increase patient awareness, optimize marketing efficiency, and drive engagement across healthcare professionals and patients. Omni Media Consulting deployed a multi-channel data-driven approach, leveraging SEO, paid media, predictive analytics, and audience segmentation, resulting in a 55% increase in digital engagement and a 3.8x return on ad spend (ROAS).
Company Introduction
Nerlynx is a trusted name in prescription-based oncology treatment, with a focus on helping patients manage long-term health. Their digital presence, however, lacked the ability to educate patients, engage healthcare professionals, and optimize ad spend for maximum efficiency.
Key Challenges
- Low search visibility & awareness in competitive pharma markets.
- High customer acquisition costs on digital ads.
- Lack of data-backed audience segmentation for optimized engagement.
- Performance Dashboards & Visualization
- Advanced Data Analytics for Campaigns
- Customer Insights & Behavioral Analytics
- Attribution Modeling & ROI Measurement
- Predictive Analytics for Marketing
- Search Engine Optimization (SEO)
- Technical SEO Audit & Fixes
- Content Optimization for Search Visibility
- Enterprise SEO Solutions for Large Organizations
- Geo-Targeted Advertising Campaigns
- Industry-Specific Audience Segmentation
- Programmatic Advertising Solutions
- Performance Marketing
- Lead Nurturing & Marketing Automation
- Customer Journey Mapping
Nerlynx faced critical challenges in expanding its patient awareness and optimizing digital marketing efficiency:
- Inefficient audience targeting in paid campaigns, leading to high cost-per-click (CPC).
- Low organic search visibility, reducing online discoverability.
- Lack of structured content strategy to educate both patients and healthcare providers.
- Limited attribution modeling, making it difficult to track conversions effectively.
The Solution
Omni Media Consulting developed a multi-faceted data-driven strategy to enhance visibility, efficiency, and engagement across channels.
SEO & Organic Growth Strategy
- Optimized website architecture to improve indexability and rankings.
- Developed long-form medical content to educate and engage visitors.
- Implemented enterprise-level SEO strategies, increasing search visibility by 70%.
Performance Marketing & Audience Segmentation
- Deployed high-intent audience targeting to reduce acquisition costs.
- Used programmatic advertising solutions for precise, automated campaign execution.
- Applied geo-targeting & industry-specific segmentation, improving ad conversion rates.
Data Analytics & Predictive Modeling
- Built custom dashboards to track patient engagement and ad performance.
- Implemented predictive analytics to forecast campaign success and optimize budget allocation.
- Integrated attribution modeling, ensuring accurate tracking of conversions.
Customer Journey & Lead Nurturing Automation
- Designed automated patient engagement workflows, ensuring better retention.
- Implemented personalized drip campaigns, increasing long-term engagement.
- Developed data-driven insights to enhance marketing efficiency across all touchpoints.
The Results
Lessons Learned & Key Takeaways
Audience Segmentation Is Key
Identifying high-intent segments leads to higher engagement & lower costs.
SEO-Driven Content Builds Authority
High-quality, medically accurate content boosts organic visibility & credibility.
Attribution Modeling Improves Decision-Making
Proper conversion tracking optimizes ad spend & performance.
