Uncovering ways to reconnect people with primary care.

Making sense of the numbers.

Ultimately, our goal was to create a compelling report focused on doctor dodgers (what we call this underserved population) that could be used to build awareness of our healthcare expertise among current and prospective clients as well as generate future leads. But with more than 1,000 respondents, we had a ton of data to go through—and a lot of dots to connect.

Putting together the report.

We selected and positioned findings around the idea of truly understanding doctor dodgers, everything from their attitudes and fears to their suggestions on how to better connect with them.

We brought key stats to life visually and used them to tease our report on social media.

Optimizing the experience.

On a dedicated landing page, we streamlined our form entry process so accessing the report was as simple as sharing your email address. By utilizing LinkedIn Document Ads, we were able to streamline lead collection to a single click—with information sharing seamlessly granting access to the full report.

Spreading the word.

We tested a few different engagement strategies using paid LinkedIn ads. And as expected, plenty of leads wanted access to the full report. The results showed a clickthrough rate of 2.09% across our paid LinkedIn campaigns with nearly 2,000 visits to our report landing page.