The non-invasive body contouring market is on fire, driven in part by rising obesity rates across the US. To eliminate stubborn fat that may be resistant to diet and exercise, people are turning to non-surgical fat reduction aesthetic procedures such as CoolSculpting®, which decrease or eliminate the stubborn fat pockets in specific areas of the body.
Allergan Aesthetics, an AbbVie company, manufactures aesthetics products including Botox® Cosmetic, CoolSculpting®, and the Juvéderm® Collection of fillers. CoolSculpting® is the #1 non-surgical fat reduction treatment in the US. This non-invasive, FDA-cleared treatment freezes and eliminates stubborn fat cells by up to 20-25% in the treatment area, without harming surrounding cells or tissue. Following treatment, the frozen fat cells are naturally processed and eliminated over time by the body’s own natural processes. To date, over 8 million CoolSculpting® treatments have been performed.
Making it Easy to Book a CoolSculpting® Appointment
Allergan Aesthetics wanted to optimize the DTC campaign for their CoolSculpting® and CoolSculpting® Elite product line. In order to do this, they needed to more precisely understand the lower-funnel audiences that were taking conversion actions.
Allergan Aesthetics’ goal was to drive potential customers to click on the “Find a Provider” campaign and book a CoolSculpting® appointment with a local healthcare practitioner or medical spa. Quantcast worked with Allergan Aesthetics to optimize their CoolSculpting® “Find a Provider” campaign by uncovering unique insights about their current customers, while also prospecting new audiences.
Campaign Optimizations Resulted in a Whopping 41% Reduction in CPA
By understanding more about the customers who were taking conversion actions, Allergan Aesthetics was able to more effectively reach prospective customers. Quantcast’s ‘day parting optimization’ capability, combined with real-time conversion data, enabled Allergan Aesthetics to efficiently plan ad spending. For example, Allergan Aesthetics discovered that ad spend was more effective with audiences during the week vs. the weekend, so they reallocated ad spend to reach customers primarily during the week.
By making iterative optimizations to their CoolSculpting® campaign based on data insights from the Quantcast Platform, Allergan Aesthetics was able to dramatically reduce cost per acquisition (CPA) and help drive growth for their CoolSculpting® treatments. As a result of smart optimizations, Allergan Aesthetics’s CPA dropped by 41%.
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