B2C Campaign Overview

This synopsis showcases a B2C campaign I developed in the third quarter of 2022. As the digital marketing manager I was solely responsible for the strategy, creative development, content development and publication of the campaign. This campaign has also received ongoing optimization to maximize ad spend and make it as effective as possible.

Since it’s inception Exagen has only marketed to healthcare professionals. Exagen employees a 42 member territory management team that operates in approximately 22 states. The sole purpose of this team is to increase the amount of doctors who use AVISE testing to diagnose lupus and other specific autoimmune diseases in their patients.

To create demand for AVISE tests, I developed the B2C campaign. The campaign is initially digital based and matures to physical assets that aid the patient in communicating their symptom state with their care provider and positions AVISE as a solution.

The evergreen B2C campaign introduces mid and bottom-funnel prospects to AVISE testing and uses them to:

• • • Generate increased demand for AVISE testing
    • Introduce AVISE testing to naive healthcare providers
    • Reintroduce AVISE to healthcare providers who are adopters or dabblers
    • Sell more tests

Goals were to be achieved by creating a cost-effective and scalable digital campaign that urges the patient population to ask for AVISE tests while creating a high quality and focused conversation with their doctor regarding how AVISE can help diagnose the true cause of their symptoms.

A collection of content assets was created to educate the patient population about lupus symptoms and how lupus is diagnosed. A number of these assets are tools the patient could use to speak to their doctor about their symptoms in a more direct way. The campaign assets included:

• • • Topic specific web pages
    • Lupus symptoms checklist
    • Patient/doctor conversation guide
    • Downloadable patient guides
    • Send my doctor information request

The new content is being promoted using 4 channels:

• • • SEO
    • Paid search
    • Paid social
    • Marketing Automation