Weight Loss Advertising Success: Real Stories, Real Results

The global weight management market size¹ was valued at $142.58B in 2022 and is expected to grow at a compound annual growth rate of 9.94% from 2023 to 2030. This growth is fueled by factors such as the escalating rates of obesity and related chronic conditions like diabetes, increased government efforts to raise awareness about weight management, and the proliferation of weight loss programs and bariatric surgeries.

Consumers are increasingly more aware of the potential health issues associated with being overweight, but more Americans than ever are obese. According to the Centers for Disease Control and Prevention (CDC)², the US obesity prevalence was 41.9% in 2017-2020, with an increase from 30.5% to 41.9% between 1999-2000 and 2017-2020.

This tug–of-war between oversaturation of health information and products versus the pitfalls of a sedentary lifestyle is enabling the market to thrive. Subsequently, HCPs and their patients now have a myriad of weight loss products, equipment, and programs to review. The ease of availability and accessibility will only drive growth of these segments in the next decade.

Our client, a pharmaceutical brand, was searching for a weight loss advertising partner to increase engagement and sales among specialists, Primary Care Physicians, Nurse Practitioners, and Physician Assistants within this competitive market. To help, Adfire Health employed an omni-channel marketing approach that delivered remarkable results.

Reaching HCPs with Effective Weight Loss Pill Advertisements

Boosting engagement with target HCPs was paramount for the weight loss healthcare brand to effectively promote their products amidst dense competition, so Adfire Health created a multi-prong strategy aimed at expanding reach and engagement.

Handcrafting the Ideal HCP Audience

With its proprietary database, Thumbprint, Adfire Health targeted HCPs interested in prescribing weight loss supplements, including Primary Care Physicians (PCPs), Pediatricians, OB/GYNs, Preventive Medicine Physicians, and Nurse Practitioners and Physician Assistants (NPPAs).

Display Targeting on Different Browsers

Personalized advertising experiences were consistently sent to targeted HCP audiences across multiple devices, including desktops, smartphones, and tablets, enhancing engagement and conversion opportunities. Adfire Health capitalized on in-app placements to extend reach by aligning ad placements with HCPs’ preferences and habits.

Optimizations were made by devices, platforms, browsers, and performance metrics to improve overall campaign effectiveness.

Blocking Underperforming Platforms

Adfire Health analyzed performance metrics and assigned quality scores to identify and block non-performing websites. This approach allowed us to optimize campaign performance by reallocating resources to sites that better engaged the target audience and deliver desired outcomes. By focusing ad spend on high-performing platforms, maximizing ROI and maintaining brand integrity became achievable, while safeguarding against inappropriate content and fraudulent activity.

Improving Performance by Ad Type

Different ad sizes can have varying levels of effectiveness in reaching healthcare professionals, grabbing their attention, and ultimately getting them to convert. By analyzing past campaigns and learning which ad sizes resonate with healthcare professionals, Adfire Health bid more on ad sizes and formats, delivering high impressions, click-through rates (CTR), and conversions.

Creative Analysis & Optimization

Through extensive analysis of creatives, we identified the most effective messaging delivered to the top 5 segments of the HCP audience. The campaign’s creative assets were A/B tested rigorously, allowing us to improve campaign performance with data-driven decision-making.

By precisely targeting and appealing to the preferences of the targeted HCP audience, the company achieved impressive results, showcasing the substantial impact of data-driven marketing on sales and brand success.

50% More Unique NPIs

The ad campaign reached more unique NPIs than the client had ever previously reached, adding 50% more script writers, including Peds, OB/GYNs, and Preventative MDs.

.34% CTR on Creatives

Adfire’s dynamic creatives, including new compelling messaging and video tactics, performed 3x better, generating a .34% CTR on average.

Top performing ad sizes included:

1. 320×480 pixel ads yielded a 9.4% CTR
2. 970×250 pixel ads yielded a 2.89% CTR
3. 300×600 pixel ads yielded a 1.31% CTR

$36 CPA

This outstanding performance stands in stark contrast to the industry’s standard CPA of $148.68². This measurement signifies superior cost-efficiency and underscores the potential for substantial savings while maintaining or even exceeding conversion targets.

30x ROAS

The campaign achieved a 30x return on ad spend, signifying that, for every advertising dollar invested, $30 was generated in revenue, effectively meeting the primary goal of driving sales.

14% Sales Lift

By expanding the target audience to PCPs and NPPAs, the ad campaign reached more than 124% more HCPs — more than 3.8K users.

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At Adfire Health, we work with healthcare marketers to create optimized, highly effective, data-based digital engagement strategies. With Thumbprint™, our segmented data ecosystem of over 8.2 million healthcare professionals, we can offer direct access to healthcare professionals nationwide.

We bring our years of hands-on experience to every new campaign and work with you to get the best results possible. Contact us to learn more about what we can do for your business.