Case Studies

Outsmarting Google to Target the Right Audiences

Medical device manufacturers have an added challenge with advertising and promotion due to strict government regulations. For medical devices undergoing clinical trial, it becomes even more challenging with added stipulations from the Institutional Review Board (IRB). To ethically and effectively recruit participants for their clinical trial, Neuros Medical turned to True for a smart digital advertising strategy.

strict advertising regulations

The Challenge

A newly patented pain management technology was undergoing clinical trials and True’s client needed help recruiting participants. Strict Google advertising rules prevented targeting based on health conditions, making it challenging to reach qualified candidates.

strategic interest-based targeting

True's Solution

To adhere to Google’s strict advertising policies, True strategically targeted Google and Facebook ads to users based on lifestyle indicators, secondary interests and content. Interested individuals were directed to the client’s website and trial participation request, which True helped optimize for conversions.

3x increase in trial markets

The Results

  • 80% of total inquiries originated from online advertising
  • 3x increase in metropolitan trial markets
  • 12 U.S. cities now running trials — and growing