Case Study: a leading national healthcare brand achieves breakthrough efficiency and conversion gains with Goodway Group

A leading national healthcare brand achieves breakthrough efficiency and conversion gains with Goodway Group

A leading national healthcare brand faced rising customer acquisition costs and eroding efficiency from its demand-only marketing strategy. They partnered with Goodway Group to determine if reallocating budget to brand awareness could improve results without sacrificing performance.

Goodway Group implemented a structured Meta multicell test to compare three different investment strategies. The test revealed that a scenario with a 30% budget allocation to upper-funnel brand campaigns consistently outperformed the others. This strategy, implemented by Goodway Group, led to a 186% increase in impression efficiency, a 65% decrease in CPM, a 6% lift in bookings, and a 5% reduction in cost per acquisition.