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This case study examines how a health device brand used native advertising to boost sales and brand awareness after COVID-19 increased interest in health products. Here's what you need to know:

• The brand sells medical devices for conditions like diabetes

• They ran a native ad campaign timed with New Year's resolutions

• Main goals: increase brand awareness, sales, and engagement

• Target audience: older adults with diabetes/high blood pressure

Key results:

Metric	Result
Click-through rate	2.8%
Conversion rate	3.5%
Sales increase	22%
Brand awareness lift	18%
New customers acquired	6,200

What worked well:

• Ads next to relevant health content

• Mobile-friendly ads

• Providing helpful health tips

• Good timing with New Year's resolutions

Lessons learned:

• Native ads that blend in perform better

• Useful content builds trust

• Mobile optimization is crucial

• Testing different ad versions improves results

The campaign exceeded goals and proved native ads effective for health device marketing.

2. Campaign Goals

The health device brand set clear goals for their native ad campaign. They wanted to boost brand awareness and sell more home health devices and tracking products. The campaign was timed to start with the New Year, when people often make health-related resolutions.

2.1 Main Campaign Goals

The main goals of the native ad campaign were:

Goal	What it means
Brand Awareness	More people know about the brand
Brand Lift	People think better of the brand
Sales Growth	Sell more home health devices and tracking products
Audience Engagement	Get people to interact with the ad content

The campaign aimed to use native ads to give readers useful info, build trust, and connect with potential customers. By focusing on these goals, the brand wanted to be seen as a trusted health solution provider.

2.2 Target Audience

The campaign focused on specific groups:

Who	Details
Main Focus	People with diabetes and high blood pressure
Age	Older adults, especially those at risk of heart problems
Behavior	Health-conscious people making New Year's resolutions
Interests	Home health monitoring and personal health management

By knowing who they wanted to reach, the brand could make ad content that spoke to these people's needs and worries. The timing of the campaign in January and February was key, as it's when many people look for ways to improve their health.

The native ad plan tried to reach this audience by:

1. Giving info about managing diabetes and high blood pressure

2. Showing how home health monitoring can help

3. Explaining how the brand's devices can support New Year's health goals

4. Sharing useful info to build trust

3. Native Ad Plan

The health device brand made a plan to reach their target audience and meet their goals. They focused on picking the right places to show ads, making good content, and putting ads where people would see them.

3.1 Picking Ad Platforms

The brand chose websites that their target audience likes to visit:

Website	Why it was chosen
Health.com	Many people interested in health visit this site
Tap Native Health Network	Covers many health and medical websites
Denver Business Journal	Reaches business people who care about employee health

These websites were picked because they can reach people who care about health, especially those with diabetes and high blood pressure. They also reach company leaders who might buy health products for their workers.

3.2 Making Ad Content

The brand made ads that gave useful info while also talking about their health devices:

Type of Content	Description
Articles	How to manage diabetes and high blood pressure
Tips	Ways to lower health risks and stay healthy
Education	Why home health monitoring is good
Stories	Real people talking about using health devices

The ads were made to teach first and sell second. This works because most people like to learn about products through helpful content instead of regular ads.

3.3 Placing Ads

To make sure their ads worked well, the brand did these things:

Strategy	How it was done
Fit in with other content	Put ads next to health articles on websites
Target specific topics	Show ads near articles about diabetes, weight loss, and heart health
Time it right	Show more ads when people make New Year's resolutions
Test different versions	Try out different ads to see which ones work best

4. Running the Campaign

The health device brand ran their native ad campaign carefully. They focused on reaching the right people and making sure their ads worked well.

4.1 Campaign Schedule

The campaign had four main parts:

Part	How Long	What They Did
Start	2 weeks	Began showing ads and watched how they did
Improve	4 weeks	Made changes based on early results
Best Performance	6 weeks	Tried to reach and engage as many people as possible
Look at Results	2 weeks	Checked how well the ads worked and planned for the future

4.2 Key Steps

During the campaign, they did these important things:

1. Showed Ads Next to Related Content

• Used words about diabetes, medicine names, and other health devices

• Made sure ads appeared next to articles about similar topics

2. Expanded Where Ads Showed

• Focused on websites about diabetes in the Tap Native network

• Helped more of the right people see the ads

3. Made Ads Better

• Used ads that worked well before

• Kept trying new ad ideas to see what worked best

4.3 Changes During the Campaign

As they ran the ads, they made some changes:

Change	What They Did
Better Targeting	Focused on people who responded most to the ads
Updated Content	Changed ads to match what people were interested in
Moved Money Around	Spent more on ads that worked best

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5. Campaign Results

The health device brand's native ad campaign did well. Let's look at how it performed and compare it to what they wanted to achieve.

5.1 Performance Metrics

Here are the main numbers that show how well the campaign did:

Metric	Result
Click-through Rate (CTR)	2.8%
Conversion Rate	3.5%
Cost per Acquisition (CPA)	$42
Brand Awareness Lift	18%

These numbers show that the campaign got people's attention and made them take action.

5.2 Goals vs. Results

Here's how the campaign results compare to what they aimed for:

Goal	Target	Actual Result	Outcome
Increase Sales	15%	22%	Did better
Brand Awareness	10% lift	18% lift	Did better
New Customer Acquisition	5,000	6,200	Did better
Return on Ad Spend (ROAS)	3:1	3.5:1	Did better

The campaign did better than expected in all areas, showing that native ads work well for selling health devices.

5.3 Surprising Findings

The campaign revealed some unexpected things:

1. Matching Content Works: Using words about diabetes and other health devices in ads made them 30% more effective than just aiming at certain types of people.

2. Right Place, Right Time: Ads next to articles about managing diabetes and losing weight got 25% more people to buy.

3. Mobile Ads Did Great: While they made ads for computers and phones, the phone ads got 40% more clicks than computer ads.

These findings can help make future native ad campaigns for health devices even better by focusing on putting ads next to related content and making sure they work well on phones.

6. What Worked Well

6.1 Successful Strategies

The health device brand's native ad campaign did well because of these key things:

Strategy	Description
Relevant Content	Ads appeared next to related health articles
Blending In	Ads looked like regular content on websites
Mobile-Friendly	Ads worked well on phones
Helpful Info	Ads gave useful health tips, not just sales pitches
Good Timing	Campaign ran when people make health goals

6.2 Overcoming Obstacles

The campaign faced some problems, but found ways to fix them:

Problem	Solution
People getting tired of ads	Changed ad content often
Website rules	Carefully wrote ads to follow rules
Tracking results	Used better tools to measure how ads did
Lots of competition	Focused on what made their products special
Privacy worries	Explained how they protect user information

These strategies helped the campaign do well and deal with challenges along the way.

7. Key Takeaways

7.1 Main Lessons

The health device brand's native ad campaign taught us these important things:

Lesson	What It Means
Ads that fit in	Ads that look like regular content work better
Helpful info	Giving health tips in ads builds trust
Good on phones	Making sure ads work well on phones is important
Right place	Putting ads next to related health articles works well
Try different ads	Testing different versions of ads helps find what works best

7.2 Things to Make Better

While the campaign did well, here are some ways to improve next time:

Area	How to Improve
Personal touch	Make ads more specific to different groups of people
More types of content	Use videos and things people can interact with
Keep people interested	Find ways to make sure people don't get tired of the ads
Better data tools	Use better ways to understand how people react to ads
Follow the rules	Keep up with new laws about privacy and tell users how their info is used

These lessons and improvements can help make future native ad campaigns for health devices even better.

8. Wrap-up

8.1 Brand Impact

The native ad campaign helped the health device brand become more known and trusted. By putting ads next to health content, the brand:

Impact	Result
Trust	People trust native ads 27% more than social media ads
Attention	Users pay 53% more attention to native ads than other online ads
Brand Recognition	More people know the brand because ads were next to related content

8.2 Future Marketing Plans

The health device brand plans to:

Plan	Description
Use AI	Make ads more personal with smart computer programs
Try new tech	Put ads on voice search and smart devices
Use better tools	Use NativeNexus to make native ads work better
Make good content	Create helpful info that follows FDA rules
Reach the right people	Find better ways to show ads to specific groups

These plans will help the brand keep growing and reaching more people who need their health devices.

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