While Genentech’s social campaigns were driving significant website traffic, the time spent on site by patients wasn’t meeting their engagement goals. The CMI Media Group team, in partnership with Swoop, recognized an opportunity to refine their targeting strategy to reach a more qualified audience.
By leveraging Swoop’s expertise in healthcare audience insights, the team aimed to focus on individuals who were genuinely interested in Genentech’s therapies and information, rather than simply driving a high volume of clicks. This shift in focus towards quality over quantity was paramount in addressing the challenge of low engagement despite significant traffic.