Most prescription savings cards cover a narrow scope of treatments, which overcomplicates the savings process. As a result, patients are often left confused about how to redeem savings and may end up actually paying more for their prescriptions. Discounts change frequently and branded products are not always covered, leading to patients and providers losing confidence in the cards and programs themselves.
Galderma CareConnect is a patient savings program that consolidates Galderma’s prescriptions into one savings portal that’s accessible for patients and “Remarkably Simple” to use.
Build awareness of the savings program among qualified patients.
Make the program easier to access for patients.
Inform more potential patients about their eligibility for the program.
Strategy & Execution
Schaefer led the Galderma CareConnect launch with a few key strategic imperatives: communicate the scope of Galderma prescriptions covered under the program and quickly build awareness of the program among patients, healthcare providers, and pharmacists. We developed a comprehensive, multi-channel campaign around the tagline “Remarkably Simple.” This included traditional advertising, digital ads, video, paid digital media, display targeting, customized email marketing as well as personal and non-personal sales support.
Connecting Patients with Care
At the core of this comprehensive campaign was GaldermaCC.com, a centralized location for information about the savings program. The site was strategically developed to communicate key information to each of our core audiences:
Patients – Information about savings, ease of use and a great opportunity to quickly download a GCC card.
Healthcare Professionals – Key points to share with their patients when prescribing Galderma products, information about pharmacy access and a portfolio of products on the card.
Pharmacists – Information about patient eligibility.
The website follows a clean design and user-friendly navigation to make the user experience just as “Remarkably Simple” as the Galderma CareConnect program itself. In addition, the website utilizes a seamless API to connect directly with the card provider, so that a unique card can be generated in just seconds when the user chooses to download.
By making this direct connection, we are able to utilize technology and data to measure card redemption rates at pharmacies across the country and measure the success of marketing campaigns in market.
In less than two years, Galderma Care Connect site metrics have steadily climbed month after month.
To date, Galderma Care Connect has reached more than one million unique patients.
As of June 2019, more than 3 million prescriptions have been processed through the Galderma Care Connect portal, saving patients, healthcare providers, and pharmacists valuable time and money.
MM&M Gold Award for Best Payer Marketing.
Make Life Better
Navigating healthcare can be a confusing process for patients and even some healthcare providers. By creating the Galderma CareConnect website, we were able to help more people download a patients’ savings card and connect them with more affordable care.
As one of the nation’s largest independent real estate development firms, Hillwood Communities has spent 30 years creating community through master-planned developments. Hillwood Communities continues to raise the bar in terms of quality, innovation, and the unmistakable sense of community that sets each property apart.
So, when Hillwood tasked Schaefer with creating a new website for their Union Park community, we needed to build a website that communicated the excitement and energy of the community in order to convert visitors into Union Park homeowners.
Educate prospective homeowners about Union Park
Improve website functionality to encourage more user interaction
Increase qualified lead collection through the website to grow the Union Park marketing database
Encourage foot traffic to model homes at Union Park
Strategy & Execution
Our strategic imperative was to evaluate Union Park’s existing website and streamline the information to more accurately represent the community under the tagline “Live a Vibrant Life.”
Our team utilized existing user data from two of Hillwood’s other community websites to craft high-level strategic conclusions that informed how we built the Union Park website. We used sophisticated web tools to identify user engagement patterns through on-site heat mapping, screen recordings, and behavioral pattern flow.
The Union Park website was integrated with home inventory feed to give site visitors real-time information about available homes. We added a testimonial portal that gave prospective homebuyers insight into the active lifestyle and community that powers Union Park. We incorporated a live social feed that gives visitors up-to-date information about what’s happening around Union Park, and we added a Google Maps integration that empowers people to easily find Union Park on desktop or mobile.
Furthermore, we continued to optimize and improve the website based on reporting and detailed analysis. One core improvement that we made was building a chatbot to automate conversations with prospective home buyers, deliver relevant content, and collect qualified leads to pass along to the builders. The chatbot also helps direct users to specific pages of interest to help create a frictionless consumer journey.
We designed the website to have user-friendly functionality that encourages engagement but also helps the consumer effortlessly move through the home-buying journey.
Since the new website launched:
Average website session duration has increased by 30%
Union Park website form fills have increased by almost 4X
PDF downloads have increased by more than 20X
Pageviews have increased by 15%
High-quality foot traffic has increased to the community.
Make Life Better
Creating communities doesn’t happen overnight – it can take years of strategy and ongoing marketing efforts to cultivate the right audience to buy into a new development and call that space “home.” As a result of creating Union Park’s new website with improved functionality, we were able to connect the community with more qualified leads in a much shorter period of time.
When the Texas Ballet Theater needed a way to reinvigorate their marketing, we created a comprehensive marketing campaign that expanded their ticket sales from a steady group of subscribers into a larger group of new season ticket holders.
Season subscriptions to Texas Ballet Theater, while strong, had stagnated. Subscribers were offered the same options year after year, purchase the entire season or purchase single tickets at a later date. Within performing arts, the prospective ticket buyer ranges from the devoted fan to the person that wouldn’t even consider attending. Marketing resources are precious, and we have to ensure they are being invested where they will yield the highest ROI.
Using data to drive decisions, Schaefer proposed restructuring subscriber packages to give existing patrons more choice and convince new people to become subscribers and single ticket purchasers. Beyond subscriptions, the campaign was designed to have a positive impact on single ticket purchases. Single ticket sales launched in the middle of the campaign on July 1st, and within the first day, more than 3,500 individual tickets were sold.
One of the largest components of our overall campaign was audience segmentation. To accomplish this, we appended audience data from TRG Arts – the Ballet’s consultant.
We divided the Ballet’s existing consumers into four distinct groups of:
1 – previous year subscribers
2 – lapsed subscribers
3 – multi-performance buyers
4 – single ticket buyers
By building package options, we were able to convince larger subsets of people to subscribe to Texas Ballet Theater.
We added historic subscribers and single ticket purchaser data to create persona profiles based on audience demographics and psychographics. We then built lookalike audiences based on the four groups and mapped each of the groups’ behaviors to identify purchasing trends across multiple digital channels. This gave us the insight needed to better understand their consumption habits and likelihood to purchase either a full or partial season or if they were likely to be a single-ticket purchaser.
Once we isolated recurring trends in the audience segments, we hyper-targeted the right ticket package to each group through paid digital media. Further, website retargeting enabled us to identify those that had expressed interest but not yet purchased and then retarget them with the TBT message most likely to yield a purchase.
Clearly brand the full 2019-2020 ballet season, while also promoting individual performances on their own merits.
Earn more new, full-season subscribers.
Define the main buyer personas and outline their purchase-decision journeys to understand their motivations for purchasing a full-season subscription and a single-performance ticket.
Outline a way to recapture people that did not renew their full-season subscriptions from the previous year.
Paid media campaign delivered 1.8 million targeted impressions, and generated more than $40,000 in ticketed revenue in just a few weeks.
After only 2 weeks of a dedicated full-season campaign, subscription sales up by nearly 3% YOY.
New subscribers up by 45% YOY.
Exceeded last year’s launch-day single ticket sales by more than 10%.
Total ticket sales up 18.43% YOY, despite a later season launch than 2018.
During the campaign, overall website sales totaled $199,000.
The Hurst Conference Center website redesign brings an air of elegance to the venue. Currently catering to corporate meeting planners, social event coordinators and brides-to-be, the website needed to provide specific information that was relevant to each target audience. This was achieved through intuitive navigation and individualized content.
The website leads with beautiful photography of the venue and, most notably, their fiber-optic chandelier. The refreshed design reflects high-end clientele and more aptly represents the quality of service the Hurst Conference Center offers.
Utilizing grid structures for organizational clarity, every aspect of the redesign provides a hassle-free planning process for potential clients. Each interior page has responsive menus that display room capacities, technical offerings and floor plans. With all the details carefully thought out, the quality of online service now mirrors the level of customer service the Hurst Conference Center provides.
Family-owned and operated since 1954, Air Comfort is an HVAC and Refrigeration company that provides customized solutions in the residential, commercial, industrial and marine sectors. Founded on the values of quality, integrity, commitment and safety, Air Comfort delivers excellence in everything from custom fabrication to service and installation. As the Southeast Texas based company began to grow into extended markets, the brand needed to reflect the level of professionalism and expertise of the business.
The brand refresh began, as most do, with the logo. Subtle adjustments to color, shape and typography brought the logo set up to date while maintaining the equity of the original mark. From there came brand extensions, most notably the van wraps. As a primary symbol of their service and residential sectors, the vans needed to communicate the brand’s new identity and serve as a moving advertisement while out on the job.
Originally relying on word-of-mouth and face-to-face business, Air Comfort had a need to speak to a larger audience. And when we say speak, we mean allow the Vice President to“Fabio-up”and lay it all on the line for his business. With years of growth and notoriety in the community, Air Comfort’s team was eager to let their hair down with a humorous TV spot, and we couldn’t have been more proud of the finished product:
The Texas A&M Forest Service was created by the Texas Legislature in 1915 to protect and conserve our state’s trees, forests and related natural resources. Who would’ve guessed that nearly 100 years later, they would ask Schaefer Advertising to build them a website?
Sure, we’re no Washington State, but Texas has trees too, you know. And while we may not realize it, every Texan benefits from the conservation and wildfire protection activities and programs of Texas A&M Forest Service. Two thirds of voters live within 10 miles of wooded area and more than half visit forests or wooded areas multiple times per year.
Our marketing objective was to create awareness of Texas A&M Forest Service as a trusted resource of information pertaining to all things forestry. The website is their core marketing vehicle, so it was critical that it be educational as well as engaging. Click the link and take a look around; it can be the one new thing you learn today.
An opthamology practice with five physicians, Nethery Eye Associates tasked the Schaefer team to develop an integrated marketing plan to increase patient traffic in light of a more competitive marketplace. We evaluated and refreshed their current branding to support these marketing efforts and executed the refreshed brand in a website, collateral and other patient education tools, and an online media campaign.
Educational Video Series
for Nethery Eye Associates
WayPoint Healthcare Advisors is a healthcare consulting firm in Fort Worth, Texas led by two senior level executives, each with 20+ years of experience in healthcare consulting. Faced with a rapidly changing healthcare environment, WayPoint Healthcare Advisors needed to evaluate their marketing initiatives. We worked with the WayPoint leadership to develop new branding and marketing materials to support public relation initiatives. This logo was initially launched through email marketing and a new website.