Case Study
Willbe Healthcare
Scaling lead generation and optimising conversion rates for a perimenopausal health specialist.
WillBe Healthcare, a leading provider of Bioidentical Hormone Replacement Therapy (BHRT) for perimenopausal women in the UK, partnered with Owendenny Digital to drive targeted lead generation.
By implementing a comprehensive marketing strategy and utilising rapid test-and-optimise methods, the campaign achieved a significant increase in leads and reduced the cost per lead.
increase in total leads generated
reduction in cost per lead
reduction in cost per booked call
total website leads generated
The Story
Leaders in the UK for perimenopausal women's health
WillBe is a leading provider in the hormone health industry, specialising in Bioidentical Hormone Replacement Therapy (BHRT) for perimenopausal women in the United Kingdom.
Known for its personalised programs, WillBe helps women transition confidently through perimenopause, regain hormonal balance, and restore vitality. This commitment to individualised care has established WillBe as a trusted authority in perimenopausal health and wellness.
The Goal
Driving lead generation and building trust
WillBe Healthcare sought to increase brand awareness and generate leads among perimenopausal women through targeted digital ad campaigns. The goal was to develop a scalable strategy for attracting Marketing and Sales Qualified Leads, optimising conversion rates, and demonstrating the effectiveness of their advertising efforts to potential investors.
“We designed a high-impact digital advertising strategy for WillBe Healthcare to drive lead generation and customer acquisition among perimenopausal women. By implementing multi-channel ad campaigns and rigorous A/B testing, we were able to optimise messaging and improve conversion rates. This strategic approach provided invaluable insights into audience engagement and helped establish a scalable, cost-effective model for attracting and nurturing leads.”
Samuel Kariuki
Senior Campaign Strategist, Owendenny Digital
The Solution
Adopting a test-and-learn strategy
Owendenny Digital employed a comprehensive, data-driven approach to meet WillBe Healthcare’s goals. By leveraging a rapid test-and-optimise strategy, we focused on identifying and scaling the most effective methods for generating leads and driving conversions.
Understanding the audience
We began by developing detailed customer avatars for perimenopausal women aged 40+ in the UK, refining WillBe’s Unique Value Proposition (UVP) to highlight their expertise in BHRT, health coaching, and genetic testing. This foundational step ensured that our messaging and offers resonated with the target demographic.
Running multi-objective ad campaigns
We launched multi-channel campaigns across Meta, targeting awareness, engagement, and lead generation. Using a Rapid Iterative Testing (R.I.T.) approach, we tested various creatives, offers, and messaging strategies. This enabled us to identify winning combinations that maximised engagement and conversion rates.
Creating high-converting landing pages
Over 10 landing pages were developed and optimised to achieve conversion rates exceeding 45%. These pages were designed to align with the MQL offers, effectively funnelling potential leads from initial interest to scheduling consultations.
Optimising lead generation pathways
To enhance SQL generation, we introduced key pathways, including a consultation call booking via Calendly and a Health Assessment Quiz. These pathways were optimised using insights from earlier campaigns, resulting in streamlined customer journeys and increased conversion rates.
Implementing tailored email nurturing sequences
We crafted bespoke email sequences tailored to the specific needs and symptoms of our leads. This personalised approach ensured that leads received relevant content, enhancing engagement and driving them further down the sales funnel.
Expanding reach with Google Ads
In addition to social media efforts, we deployed targeted Google Ads campaigns focusing on generating leads for genetic testing services. These ads were designed to capture high-intent leads actively seeking perimenopausal solutions.
Developing a performance marketing plan
A strategic 12-month performance marketing calendar was created to guide ongoing campaigns, testing, and optimisation efforts. This plan ensured continuous improvement and maintained momentum in WillBe Healthcare’s lead generation initiatives.
The Results
Putting the strategy into action
Our campaigns generated the following results in less than 90 days:
- 684% increase in total leads generated
- 83% reduction in cost per lead
- 165 Meta leads generated through initial lead forms at just over £5 per lead
- Further optimisation led to 1,294 website leads and reduced the cost per lead to £1
- Continued refinement brought the cost per lead down to £0.84
- Reduced cost per booked call from £64 to £38 through optimised SQL campaigns
- Identified and implemented the winning offers, creatives, and messaging for sustained lead quality and conversion
Products Used
Marketing Strategy
Crafted a comprehensive approach to drive targeted lead generation.
Offer Development
Designed compelling offers to boost conversions and engagement.
Landing Pages
Developed and optimised 10 high-converting landing pages to capture and convert leads effectively.
Conversion Rate Optimisation (CRO)
Implemented CRO techniques to enhance user experience and reduce cost per lead.
Facebook Ads
Deployed targeted ads to reach and engage specific audience segments.
Google Ads
Executed search campaigns to capture high-intent leads.
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