The client
HCA UK are a group of world-class, award-winning private hospitals, specialist clinics, outpatients and diagnostics centres and private GP services spread across London and Manchester.
Challenge
Lister Fertility Clinic, part of the UK’s largest private healthcare provider HCA Healthcare UK, appointed ROAST to drive new appointments (donors). Despite helping families with the birth of over 17,600 babies, HCA Healthcare UK was struggling with limited awareness of their egg donation programme.
Innovation
On the Lister Fertility Clinic website there was no specific page for the egg donation service, with the landing page more focused on egg sharing. Our biggest concern was that due to the lack of egg donation content, the traffic from this campaign to increase egg donation numbers throughout the year could have a high bounce rate.
A secondary challenge, also related to bounce rate, was that asking people to register on a website can often lead to a high drop off, especially with the requirement of completing a long form online. Instead, ROAST proposed Facebook lead ads which allowed a custom form to be built directly in Facebook, to shorten the user journey.
Facebook lead ads were the most relevant ad format, allowing form submissions without driving traffic to a different digital environment (namely, the Lister Fertility Clinic website).
Defining the target for such a specific and sensitive topic, such as egg donation, can be tricky, but we decided to test two separate targeting groups – one using demographics and behaviour, and the other using demographics alone – to test and learn. From this research, we recognised that the closest behavioural target we could use on Facebook was people interested in charity and charity donors.
