Lister Fertility Clinic is part of the UK’s largest private healthcare provider HCA Healthcare UK. They appointed ROAST to drive new donor appointments. Despite helping families with the birth of over 17,600 babies, HCA Healthcare UK was struggling with limited awareness of their egg donation programme.
One of the primary issues was that on the Lister Fertility Clinic website there was no specific page for the egg donation service. The landing page more focused on egg sharing and there was a general lack of egg donation content.
Our biggest concern was that the traffic from this campaign could have a high bounce rate.
A secondary challenge, also related to bounce rate, was that asking people to register on a website can often lead to a high drop off, especially with the requirement of completing a long online form.
As a result, ROAST selected Facebook lead ads which allowed a custom form to be built directly in Facebook, to shorten the user journey.
Facebook lead ads were the most relevant ad format, following form submissions without driving traffic to a different digital environment.
Defining the target for such a specific and sensitive topic, such as egg donation, can be tricky. We decided to test two separate targeting groups – one using demographics and behaviour, and the other using demographics alone.
We recognised that the closest behavioural target we could use on Facebook was people interested in charity and charity donors.
This campaign has resulted in 174 leads being driven in one month. This is a huge success compared to only three women on average donating eggs each month prior to the campaign.
“The ROAST team’s specialist knowledge in Paid Media channels meant we were able to develop an efficient strategy that delivered far and beyond our expectations. I am always pleasantly surprised by the work that ROAST do, they push and drive for that extra mile.” Ines Rivera, Digital Marketing and Campaigns Manager at HCA Healthcare