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LinkedIn is not suitable for healthcare providers, wellness facilities, or any other company that recruits patients. If you are a B2C medical or wellness company, then you will be better served with either a Google Ads or a Facebook Ads campaign.
It is the only digital advertising channel that will reliably get your message in front of the professional decision-makers you need to grow your business. The exact nature of the medical products or services that you sell does not matter. It only matters that you primarily sell to other businesses. We have successfully run LinkedIn advertising campaigns for a wide variety of medical B2B segments, including:
LinkedIn offers the highest-ROI digital channel for medical B2B companies — but it is also the most expensive channel to run campaigns on. LinkedIn ads have a higher cost-per-click than other channels. LinkedIn requires a greater investment in content. And new revenue delivered through LinkedIn takes longer to materialize due to the protracted nature of B2B sales cycles. It is easy to burn through a large budget on LinkedIn and never generate any results.
By adapting each of your campaigns around clearly defined objectives, and by maintaining a tight focus on your targeted cost-per-acquisition, we can deliver a profit from even the most expensive LinkedIn ad campaign.
We have built a proven track record of running profitable and effective LinkedIn ads campaigns. Over the years, we have learned what it really takes to deliver digital marketing results for medical B2B companies. We have learned:
Ads and content that deliver results on Google or Facebook will likely fail on LinkedIn. We know how to develop the exact images, messages, and videos that will resonate with LinkedIn’s audience, and deliver profitable leads within the constraints of LinkedIn’s higher advertising costs.
LinkedIn can deliver more than just profitable leads. While we specialize in lead-generating campaigns, we also know how to use LinkedIn to drive a range of outcomes that include— developing stronger brand identity, spreading brand awareness, and producing direct lead conversions.
Corporate politics and SOPs can be as complex and challenging to navigate as LinkedIn itself. We know how to work within existing brand guidelines, how to collaborate with (and not compete with) internal marketing departments, and how to keep Legal, HR, and other critical stakeholders happy.
Like Facebook, LinkedIn collects a wealth of user data that you can use to precisely target the audience for each of your campaigns. However, LinkedIn has laser-focused their data collection and audience selection capabilities to serve the unique needs of B2B marketing. With LinkedIn, you are able to set your ads to target specific:
In addition, LinkedIn gives you detailed information on who has viewed and interacted with your ads and content. You can see what companies engaged which of your messages. You can see which industries viewed your videos (and how long they viewed them for). And you can see what role levels were most likely to click on your offers. Best of all, this information can be easily published and reviewed through LinkedIn’s robust reporting function.
Properly run, a LinkedIn advertising campaign will give you a substantial amount of actionable information on your sales targets that inform your campaigns, but provide benefits that extend beyond them.
We will examine your existing marketing capabilities, including your messaging, materials, and outcomes. We will review the products or services that you wish to advertise on LinkedIn. And we will analyze your competition. We will combine each element of our evaluation to determine our recommendation for the best way to profitably market your company on LinkedIn.
We will collaborate to determine the exact outcome that you desire from your LinkedIn advertising campaign— lead generation, branding, or conversions. We will then design your campaign’s strategy, structure, and success metrics around that outcome (with the understanding that your campaign will also deliver the other outcomes to some degree).
We will work with you to define the exact audiences you wish to get your message in front of. We will define the most granular targeting possible in order to laser-focus your campaign on the exact regions, companies, and roles you wish to market to. If appropriate, we will create multiple audiences for each of the products or services you wish to market.
We prefer to build campaigns from scratch. We will occasionally take on, manage, and optimize an existing campaign if we feel it can deliver results (and if we are allowed to make minor tweaks to its structure and content). In both cases, we will normally develop at least 2-3 campaigns in order to test different messages and product or service packages.
We will launch with a relatively minor campaign, using limited targeting and budget, to advertise your products and services most likely to immediately deliver profitable leads. We will take what we learn from this initial test, and gradually increase the number and size of the campaigns we run, until we are advertising every product and service, to every audience, you desire.
We will collect a tremendous amount of data from each of your campaigns, and use this data to continuously refine your message, your creative, and your strategy, to deliver more leads at a lower cost. We will provide accurate, comprehensive reporting at the end of each month to make it easy to see and share the increasing ROI of our program with your stakeholders.
It’s a lot. And a lot can go wrong. Here’s what we do to reduce your risk and make it easy to establish a secure partnership with us.
We constantly watch your campaigns and receive real-time alerts reports that let us stop fraud, or other harmful anomalies, ASAP.