Baby Boomer/Senior Lead Generation
Background/Problem
- Simplex Healthcare is a diabetic supply company targeting the 55+ market. They utilize a direct to consumer approach for marketing diabetic supply products.
- Prior to partnering with TVA’s media buyers, their marketing efforts consisted of a per inquiry model, in which their previous agency was compensated solely on placed orders.
- This approach limited the reach of the media, as specific audiences and populationsegments could not be properly targeted.
Solution
- TVA’s media buyers identified the limitations of the per inquiry approach and instituted a complete overhaul and expansion of Simplex Healthcare’s entire marketing approach.
- Although per inquiry remained an element of the overall campaign, a more profitable cash-based media buying strategy was implemented, which allowed the Simplex brand to rapidly evolve and expand their customer base.
- In addition, TVA’s media buyers worked closely with the Simplex call center in order to streamline the operator script and increase the call center conversion rate by 11%.
Capitalize on Opportunities
- TVA’s media buyers determined that a major Simplex competitor had temporarily paused their media efforts.
- TVA’s media buyers were able to capitalize on the newly available syndicated and national inventory, which is ordinarily sold at a premium.
- As a result, the competitor was unable to reacquire the valuable time slots when their
- campaign was reinstated.
- This tactic enabled TVA’s media buyers to secure a significant marketplace advantage for Simplex.
Determining Success
- TVA’s media buyers implemented a highly effective and efficient DRTV media campaign directed at a targeted 55+ audience, utilizing all television media outlets, including network and local broadcast, national cable, syndication and per inquiry,
- TVA’s media buyers successfully developed an ongoing media campaign which continues to grow and has lowered the overall Cost Per Qualified Lead by 40% in the last 13 months.
- Working as their direct marketing partner, TVA’s media buyers has helped grow Simplex from a start-up to the 2nd largest diabetic supply company in the U.S.
Case Studies & References
By implementing a more effective cash buy supplemented by per inquiry media, TVA’s media buyers were able to increase Simplex’s media presence by 38%
By implementing a more effective cash buy supplemented by per inquiry media, TVA’s media buyers were able to increase Simplex’s media presence by 38%
As a result of TVA’s media buyers’ ability to target the most qualified respondents, combined with our ability to work closely with the call center to streamline scripts, conversion increased by 11%
