A Cross-Channel Strategy Helped PicnicHealth Enroll 1,444 Patients
A coordinated paid social, paid search, and programmatic strategy helped PicnicHealth recruit 1,444 patients across seven studies.
PicnicHealth Results
Key Results
Services: Digital Health, Paid Social, Programmatic, Paid Search (SEM).
Studies Supported
7
Condition-based real-world observational studies.
New Patient Enrollments
1,444
New signups across active channels in January 2023.
Cost Per Enrolled Patient
38%
Overall cost per enrolled patient, February to March 2023.
The Challenge
PicnicHealth helps patients collect and digitize their medical records in a secure portal. With patient consent, anonymized insights from those records can support medical research.
The company needed to recruit enough patients to support scientifically valid studies across different conditions. PicnicHealth partnered with OuterBox to improve recruitment while managing the cost of acquiring each enrolled patient.
Our Solution
We built a coordinated recruitment strategy across paid social, paid search, and programmatic advertising. Each channel had a distinct role, and the teams shared performance signals as the campaigns developed.
Paid Social
We broadened Facebook campaign audiences so the platform could collect more learning data. That structure helped the team develop and test new ad iterations faster. Social cost per enrolled patient decreased by 55%.
Paid Search
We initially organized broad keyword campaigns around condition-specific ad groups. As the program matured, we created a dedicated campaign for each condition and separated exact-match and phrase-match terms. We also refreshed ads and extensions.
For one condition, cost per enrolled patient decreased by 33%, while enrolled patients increased by 175% month over month after launch.
Programmatic
We used contextual display targeting to reach people reading content related to each study. The programmatic and search teams worked together to identify high-volume and strong-performing Google Ads keywords for that targeting.
Clicks increased by 22% month over month, and click-through rate increased by 180% during the first quarter after launch.
Channel Performance
The Results
The coordinated campaigns supported seven condition-based real-world observational studies. January 2023 became PicnicHealth’s strongest recruitment month at that point, and momentum continued afterward.
Lower Social Cost
55%
Cost per enrolled patient, December 2022 to February 2023.
More Enrolled Patients
175%
Month over month for one condition after launch.
Lower Cost Per Patient
33%
For that same condition through paid search.
Higher Click-Through
180%
During the first quarter after programmatic launch.
Build a More Coordinated Patient-Acquisition Program
Need a paid media plan built around your patient-acquisition goals? Talk with OuterBox about a coordinated search, social, and programmatic strategy.
Need an expert now? Call 1-866-647-9218
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