How we helped NCODA translate membership benefits into an actionable message —
and surpass goals by 3X.
Situation
NCODA is an organization that provides resources, events and educational opportunities that enable oncologists, oncology pharmacists, healthcare professionals, pharmaceutical companies and healthcare students to connect and collaborate for optimal cancer patient outcomes. However, low awareness was keeping the organization from realizing its full potential as an information hub for HCPs seeking unbiased information on innovative oral and IV cancer treatments, as well as career-building tips to keep them engaged in this vital specialty.
Initially, Schaefer Advertising was enlisted to help drive awareness of the organization and its full suite of benefits. As the campaign progressed, internal business priorities shifted from awareness to membership growth. Schaefer partnered with NCODA to determine how to best adapt the current in-market campaign to aligning with the goal of growing the organization’s base through new member sign ups.
Goals
- Expand awareness of the organization, its mission and its extensive array of
member benefits - Distill an extensive and complex array of member benefits into a succinct,
motivating message - Adapt to changing priorities by shifting the campaign focus from brand awareness
to new memberships - Drive new memberships through paid media
Strategy
To drive awareness, Schaefer initially developed a strategy that helped humanize the organization by speaking directly to the membership about the difference that interaction and collaboration can make. The aim was to communicate that by joining NCODA, you’re collaborating and connecting with the best minds in the industry – and helping further advances in cancer care. The message was delivered through an omni-channel campaign — a first for the client.
Solution
Schaefer delivered a campaign and helped control creative costs by photographing actual NCODA members who were attending a scheduled conference. By using actual members, we were able to communicate in a realistic and convincing manner how NCODA helped members benefit by staying connected and tuned in to the latest developments in oncology.
When the business priorities changed the focus of the campaign from awareness to membership enrollment, our media efforts easily adapted to the new direction; it was a matter of moving an already interested audience toward signing up. The Schaefer team responded with speed and agility, making seamless changes to the existing digital assets. We then quickly set a tangible new member goal using estimates based on our experience with average costs per acquisition (CPA).
The revised media strategy was launched — and quickly surpassed expectations.
Results
All clients have finite resources. For NCODA, the limitations of total media dollars were more pronounced than usual. This challenge was something Schaefer was ready and able to overcome. As a result, building a symbiotic creative and media strategy was key to expanding the brand’s awareness and significantly exceed membership goals in record time.
- Exceeded paid media membership projections by 3X
- Surpassed assisted conversion goal
- Attracted new users to the NCODA website through paid media
- 74% of all member enrollment page views were generated from paid media
Summary
Schaefer met the initial task of distilling a very robust array of benefits into an easy-to-digest creative and media strategy. But when the strategy shifted to membership, we illustrated our ability to provide significant real bottom-line value. Our agility and flexibility enabled us to quickly re-tool our approach, then develop a media strategy that exceeded all projections. Working within a limited budget, the agency was able to leverage the client’s marketing dollars as effectively as possible. In the end, we clearly illustrated the type of ROI that could be generated by a smart, results-oriented campaign.
