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Healthcare

Checkpoint Surgical

Promoted a medical device to HCPs using programmatic display advertising

Challenge
Checkpoint Surgical is a privately held medical device company based in Cleveland, Ohio. The company offers a medical device, NeuroShield⧉, that assists surgeons during hand and wrist surgery by protecting nerves of the wrist. Checkpoint Surgical turned to JPA Health for a solution to promote the device to a small segment of surgeons. As a small company, Checkpoint Surgical had a relatively limited budget to allocate to advertising.

Solution
I worked directly with the paid media team at JPA Health to design a cost effective programmatic display advertising solution for reaching hand and wrist surgeons for only a portion of the cost charged by leading HCP programmatic display platforms. To implement the solution, I first developed a marketing database on Microsoft Azure to hold NPI records provided by the Centers for Medicare and Medicaid Services⧉. I used this database to select the desired providers by relevant taxonomy codes. Ad creative was produced for desktop, mobile and CTV to reach hand and wrist surgeons where they spend time online.

Results
The campaign reached three thousand members of the target audience more than seven times per week on premium sites and achieved a strong 1.2% CTR to successfully promote the benefits of NeuroShield to the target audience. Compared to leading HCP programmatic display providers, we were able to deliver a superior CTR for 20% less overall cost.