At The Experience Design Studio, we specialize in data-driven paid media campaigns that drive real business outcomes, not just clicks. But healthcare marketing presents unique challenges, especially when patients don’t even know a solution exists.
Reaching patients who don’t know a solution exists is tough. But with smart paid media, it’s possible, and Aerin Medical is proof.
That’s exactly what we tackled with Aerin Medical, a company offering non-invasive treatments for nasal airway obstruction and chronic rhinitis, conditions that impact millions but often go untreated.
Aerin Medical needed to:
✔ Increase awareness of their treatments
✔ Drive qualified patient leads to local providers
✔ Optimize ad spend for better ROI
Here’s how we optimized their regional paid media campaigns to turn ad dollars into real patient consultations.
1. Targeting the Right Patients: The Power of Condition-Based Ads
🎯 Challenge:
Our early targeting focused on broad demographics, leading to high click-through rates (CTR) but low conversion rates—meaning many users weren’t truly interested in treatment.
✅ Our Approach:
- Implemented search intent targeting (Google & Bing Ads) for users actively looking for "nasal congestion relief."
- Created custom Meta audiences based on symptoms, not just demographics.
- Geo-targeted ads near Aerin’s provider locations to increase relevance.
📊 Results:
✔ CTR improved by 18%
✔ Lead quality improved by 30%
✔ Lowered cost-per-consultation (CPC) by 22%
💡 Takeaway:Intent-based targeting outperforms broad demographics.
2. Messaging That Works: Address Patient Pain Points
📝 Challenge:
Aerin Medical’s original ads focused on features like "minimally invasive treatments." However, patients search for symptom relief—not procedures.
✅ Our Approach:
- Shifted messaging to focus on patient frustrations first:
- Still congested after nasal sprays?”
- “Tired of feeling stuffy?”
- “Find real relief—without surgery.”
📊 Results:
✔ Ad engagement (clicks & video views) increased by 25%
✔ Conversion rate improved by 32%
💡 Takeaway: Patients don’t search for procedures—they search for relief. Ads should meet them where they are.
3. Lead Quality Over Volume: Filtering for Real Patients
📉 Challenge:
Early campaigns generated too many unqualified leads—people outside Aerin’s service areas or not serious about treatment.
✅ Our Approach:
- Added pre-qualification questions to lead forms.
- Used retargeting to focus spend on high-intent users.
- Optimized for cost-per-consultation (CPCO) rather than just CPC.
📊 Results:
✔ 40% increase in lead-to-consultation conversion rate
✔ Reduced wasted ad spend by 28%
💡 Takeaway: More leads ≠ better results. Focus on quality over quantity.
4. Budget Optimization: Spend Smarter, Not More
💰 Challenge:
Aerin’s original budget was evenly split across platforms, but Google drove higher-intent leads, while Meta was better for awareness.
✅ Our Approach:
- Shifted 30% more budget to Google Search (higher intent).
- Used Meta & Display ads for remarketing.
- Implemented multi-touch attribution tracking.
📊 Results:
✔ 35% improvement in ROI
✔ Lowered cost per consultation by 27%
💡 Takeaway: Not all platforms serve the same role. Allocate budget based on intent.
Final Takeaway: Smart Paid Media = More Patient Consultations
🚀 Campaign Impact:
✅ 18% increase in CTR
✅ 40% improvement in lead-to-consultation conversion
✅ 35% better ROI
What This Means for Healthcare Marketers
If you’re in medical device marketing, healthcare SaaS, or patient lead generation, your paid media needs to be data-driven—not just “set and forget.”
🔹 Refine targeting—Focus on intent-based audiences.
🔹 Test messaging—Speak to patient frustrations, not just features.
🔹 Prioritize lead quality—Optimize for booked consultations.
🔹 Budget smartly—Allocate funds to high-intent channels.
Get More Patient Consultations with Experience Design Studio
We’ve helped healthcare brands like Aerin Medical turn ad spend into real patient consultations.
➡️ Learn more about our paid media services ➡️ See how we drive results for healthcare brands ➡️ Let’s talk about your growth strategy—get in touch.
About the Experience Design Studio
The Experience Design Studio is an award-winning digitally native customer experience agency founded in 2017 by two agency veterans, bringing their collective creative, user experience, marketing, technology, and healthcare expertise together.
XDS is a full-service digital agency providing strategy to creation, consulting, design, engineering, marketing, and analytics, with the aim of providing seamless customer, patient, and HCP experiences across all digital touch points, with common sense sprinkled in.