Driving Growth: Navigating Policy Challenges in Healthcare Advertising

Liber is an Australian-owned and operated, Nicotine Vaping Products (NVPs) and pharmaceutical manufacturer. Providing NVPs under medical supervision to support Australians wanting to quit smoking.

They faced policy violations which led to numerous ad disapprovals, causing disruptions in our advertising efforts. The live search ads were not tailored to the search intent for people looking to quit. Additionally, tracking issues made reporting unreliable and made it difficult to optimise for the desired outcomes.

The Brief:

Liber came to alphawhale seeking a solution to two critical problems. 

First, Liber had concerns that the ROI in advertising was decreasing even though they were only capturing a small share of the market. Their immediate goal was to increase their share of market while decreasing the cost to acquire a customer. 

Second, they needed to communicate their unique point of difference much earlier in the customer journey without breaching ad policy and APHRA compliance. This was crucial as the product and care was significantly different from the competitors offering, however, highlighting our difference with a limited word count was a challenge.   

With ever-changing policies in this space, this client has come up against legislative changes that have significantly impacted how their business can function. Our further goal to deliver stability in impression share and lead volume.

Our Approach:

alphawhale approached this brief by implementing: 

• Segmented Campaigns: Tailored campaigns reflecting the customer journey and keyword intent more effectively.
• Data-Driven Budget Allocation: Precise allocation based on keywords driving the best performance.
• Tailored Ad and Landing Pages: Addressing policy issues and aligning with user search queries.
• Effective Bid Strategies: Utilising data and campaign objectives for better bid management.

Results:

Through a deep understanding of customer intent and journey phases, alphawhale optimised keywords accordingly, considering market fluctuations and legislative changes. With distinct phases in the quit smoking journey and support needs differing for each patient, it allowed alphawhale to optimise relevant keywords to a customer’s stage in their journey. 

As a result, we were able to triple traffic volume in the first year, with a CPA reduction of 134%.

Healthcare businesses, especially those regulated by bodies like AHPRA, face challenges in navigating policy changes in advertising. Agencies with experience in this field can offer invaluable insights to minimise risks while driving performance.