A couple of years ago, I created a lead generation form for one of the larger healthcare organizations in the Pacific Northwest. The idea was fairly straightforward: In exchange for a little bit of consumer information collected from a form on the website, the hospital would send a free disease prevention kit which included a number of freebies, including a digital pedometer.
Specifically, the lead form collected name, address and email information which was banked in CRM software and simultaneously fired off an email to the product fulfillment house which would then send the prevention kit to the person that originally requested it.
The campaign was (and continues to be) successful for a number of reasons, including:
- Educating the public about healthy lifestyle choices and disease prevention
- Collection of email and other contact information for future campaign and health awareness events
- …and ultimately, patient acquisition
An unexpected problem
The fulfillment house normally receives a few orders for prevention packets over any given weekend – however – the latest ad campaign generated over 1,300 kit orders from all over the country in a single day, incurring a cost far over budget.
Although the organization as a whole was and is positioning itself to be a nationally (and even globally) recognized healthcare and research facility, this specific campaign was intended to reach potential patients in the regional area, exclusively. All campaign spending was targeted for Oregon and Washington. There would be no return on investment due to 95% of the responding audience living outside of the intended market.
So, what went wrong?
Initially, the finger pointing was cast on the campaign’s ad spend location. There must’ve been a mistake with the regional targeting, thereby inviting everyone from Seattle to Pensacola to visit the site and get a free kit. A quick look at referral data however, proved that the source of the campaign buzz was from a website that specializes in aggregating free deals currently being offered across the internet.
The lead generation form originally contained a free text “address” field which left the freebie door open to the entire country. This was, of course, changed to a pick-list with Oregon and Washington as the only options available and a highlight explaining that kits can only be sent to residents of the Pacific Northwest. Problem solved. It was an easy fix and a lesson was learned… Always be sure your lead form speaks to your intended audience – but don’t overlook the technical aspects of locking down the form to your target location as well