Biohaven Increased Connect-to-Site Conversions 250% YoY for Clinical Trial Recruitment

Biohaven needed to improve clinical trial recruitment without increasing its capped media budget. We broadened the campaign's reach by stacking retargeting audiences that had already performed well. Connect-to-Site conversions, a campaign KPI, increased 250% year over year. Qualified leads increased 62% year over year, while cost per result decreased 69% year over year.

Key Results

Services: Digital Health, Paid Social, Facebook

Qualified Leads

62%

Increase year over year

Connect-to-Site Conversions

250%

Increase year over year

Cost Per Result

69%

Decrease year over year

The Challenge

We partnered with Biohaven on recruitment for a clinical trial of an investigative condition-specific medication.

The campaign needed a large volume of high-quality leads. Meta advertising helped reach potential trial subjects. During the first half of 2022, the campaigns were under-pacing, and cost per result was high. Performance also fell slightly short of the goal of 70 Connect-to-Site conversions per month.

The budget was capped, so spending more was not an option. The campaign needed to improve both volume and efficiency within the existing investment.

Assorted pharmaceutical tablets and capsules in blister packs

Our Solution

We stacked proven retargeting audiences into a larger audience. This approach gave Meta more optimization data without requiring a higher budget.

After iOS changes, broader targeting could outperform more granular segmentation for this campaign. With a wider pool of signals, Meta’s machine learning had more information for identifying user tendencies associated with potential program fit.

The broader audience also gave the campaign more opportunity to spread awareness among potentially relevant people about a clinical trial for which they might qualify.

The Results

After the audience-stacking change, the campaign recorded year-over-year improvements across all three measures. These results reflect campaign engagement and efficiency. Qualified leads and Connect-to-Site conversions do not establish trial enrollment or a medical outcome.

69% Cost Per Result

Cost per result decreased 69% year over year.

62% Qualified Leads

Qualified leads increased 62% year over year.

250% Connect-to-Site Conversions

Connect-to-Site conversions increased 250% year over year.

Improve Paid Social Efficiency Within Your Budget

When increasing spend is not an option, a clearer audience strategy can help a campaign use its existing budget more effectively. OuterBox helps teams evaluate targeting, platform signals, and conversion goals together. Talk with our team about improving the efficiency of your paid social program.

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