B2C Campaign Summary

The B2C campaign performs exceptionally well for increasing brand awareness, producing qualified sales leads and increasing sales of AVISE tests. Ongoing investment has been allocated to shift this to an evergreen campaign.

The B2C campaign continues to achieve it’s goals. Each month on average it produces:

• • • Over 4100 Symptoms Checklist Completions B2C leads
    • Over 130 Conversation Guides
    • Over 50 B2B marketing qualified leads for inside sales

Valuing all events the same, each conversion costs $1.94.

Every month Exagen enjoys a large amount of new users who are introduced to their diagnostic solutions. 

The Exagen bioinformatics team conducted a study in March of 2023 where they compared form fill information (conversions) to lab orders over the pervious 12 months. This study was conducted according to strict HIPPA guidelines. We were able to determine the following useful information to further optimize the campaign:

• • • Rate at which the users receive a test after completing the conversion event (true conversion rate)
    • Average lag time from conversion event to test being ordered
    • Weighted value of each conversion event
    • ROI
    • Persona of most valuable target audience

When comparing conversions to lab orders, it was determined that the symptoms checklist and conversation guide has a strict conversion rate of 3.94%. It is important to understand that the patient must medically qualify for AVISE tests, solely at the healthcare provider’s discretion. When this is considered, the relative conversion rate (creating awareness of AVISE testing to the healthcare provider) the conversion rate is 2 to 4 times greater.

Bonus Big Win: The clinical affairs team, in collaboration with bioinformatics, is in the process of conducting a first of it’s kind study based on the lupus symptoms checklist data. The goal is to determine what self-reported symptom history profile corelates to specific test results. The hope is this research will help rheumatologists early identify patients with a higher probability of having an autoimmune disease. The results of this study may help healthcare providers identify positive patients and initiate treatment earlier, minimize healthcare costs, and increase the effeciency of the provider’s practice.