Digital Advertisement Refresh

Project Synopsis

Redesign of digital advertisement assets to support patient recruitment in the rare disease space. Created both static and video ads to be used across Facebook and Instagram ad platforms.

  • Joanne - Junior Designer

  • Megan - Marketing Manager

  • ADM Digital - Digital Marketing Agency

Context & Problem

PicnicHealth provides patients with a platform to help manage their medical records in an organized and easy to view application. While this service typically comes at a cost for patients, patients who are diagnosed with conditions where PicnicHealth are recruiting for studies in are able to gain access to this resource for free. Since we first opened up this study, PicnicHealth has found that recruiting for IgA nephropathy patients has been extremely difficult, especially through digital ads.

Goal

Step 2: Ideate

Team

Step 1: Empathize + Define

We’ve run social ads before, so the purpose of this project was to do a design refresh of assets that we were using before. However, I was not the designer of our previous ads so this was essentially a brand new project for me.

It’s important for ads to resonate with the people that they’re targeting. So in order for me to get a thorough understanding of who our target audience was, I worked with Megan who is the marketing manager in charge of all campaigns for our IgAN study. By connecting with her, I was able to get a better understanding of who our target audience was, what our previous ads looked like, and what copy and graphics worked well and didn’t work well. Because we had yet to hit the nail on the head on what effectively recruits IgAN patients, we also wanted to take this time to do some testing and experiment with new types of assets that we’ve never used before.

Taking the previous ad designs that we used for our older IgAN ads, along with our more recent ads that we used for other conditions, I needed to find a way to combine the two designs together. To do this, Megan and I went through both sets of ads and talked through what aspects we liked and wanted to keep, and what parts we wanted to change.

For the new assets, we wanted to test out a few new formats to see if anything else would perform better. This included trying out new copy, creating more product-focused designs, and utilizing video ads.

By also using the previous information that I gathered from her, I was able to lay out exactly what we wanted for these new designs.

Step 3: Prototype + Implement

For these new ads, I used our most recent ad designs that I created as inspiration. The main change we wanted to make for this refresh was to change out the images of people that we were previously using. We felt that even though the previous photos we used were performing well, they were not representative of the condition population and also did not fit our current brand guidelines.

For both the static and video ads we wanted to make sure that we kept everything fairly simple with just using purple, as our previous ads were fairly colorful and eclectic, and didn’t feel like they represented the PicnicHealth brand.

After going through approval from Megan and our digital marketing agency who manages all of our digital ads, we immediately began using these new assets for our new ad campaigns.

After two weeks of running these ads, these were the following results:

This ad is outperforming all IgAN ads in terms on click-through-rate and sign ups. The CTR is almost double what the average is across other ads in the ad set.

  • 1.86% CTR (vs. 0.87% average across other ads in the same ad set.)

Impact

Process

Team

What I Did

  • Content Strategy

  • Graphic Design

Right

This ad is favored by Facebook in our remarketing ad set. The click-through-rate is higher than others, while still averaging in cost compared to the others. (+ higher number of leads)

  • 0.50% CTR (vs. 0.39% average across other ads in the same ad set)

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