We helped EXPAREL achieve 307% increase in HCP sign ups for the 3rd consecutive year.
See how we grew HCP signups by 307%.
57%
Website Traffic
46%
Organic Sessions
106%
More Providers Connected Directly With EXPAREL
NoGood has been a reliable strategic partner for us.
We appreciate their flexibility and tailored model. The team combines the performance expertise, robust data analytics and a strong healthcare background that simply made them the perfect match for us.
Erin Fitzpatrick
VP of Marketing
Who is EXPAREL?
EXPAREL, a subsidiary of Pacira Biosciences, is a cutting-edge, long-acting non-opioid anesthetic that effectively manages postsurgical pain.
Since its introduction in 2012, over 9 million patients have received EXPAREL as a safe and effective alternative to opioids. The product is administered by local injection directly at the surgical site, where it gradually releases bupivacaine over time, providing sustained pain relief without the risks associated with opioids and other narcotics.
The Challenge
- The need to stand out amidst rising competition and enhance online presence
- Difficulty in attracting high-intent traffic that converts to leads
- Low awareness of non-opioid treatment options and alternatives
- Barriers to developing executing effective marketing campaigns to attract high-quality leads
Key Results
We increased HCP sign ups by 307% for EXPAREL for the 3rd consecutive year.
Since we began our partnership with EXPAREL, we have seen remarkable growth in both healthcare providers and patients. We have seen a 120% increase in sessions, driven by a 20% decrease in bounce rate, a 28% increase in time spent on the EXPAREL website, and an increase in the number of pages viewed per session.
Our team at NoGood achieved record-breaking results by using a variety of tactics including audience refinement, rapid experimentation, conversion rate optimization, user behavior analysis, and consistent coordination with the EXPAREL team. As a result, the number of sessions at HCP increased by 57%, while the number of patients increased by 48% year-over-year. By creating and delivering content based on deal flow and franchise type, we were able to refine our audience, resulting in a 307% increase in key HCP conversion scores and a 340% increase in key patient conversion scores.
57%
Increase in Website Traffic
46%
Increase in Organic Sessions
106%
Increase in Direct Traffic
307%
More HCPs Connected Directly With EXPAREL to Integrate Into Their Practice
Services Provided
- Performance Marketing Strategy & Execution
- Paid Search & DisplayPaid Social (Facebook, Instagram, Linkedin, YouTube)
- Website UX Analysis & Conversion Rate Optimization
- Campaign Creative Strategy
- SEO Strategy & Execution
- Growth Analytics & Executive Dashboards
Approach
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Coordinated with relevant teams to define growth generation and brand awareness strategies for both healthcare providers and patients and identify areas of overlap
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Defined audience targeting and user engagement journeys for both groups and developed an analytics and performance marketing framework to separate them based on commercial objectives
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Conducted website analysis and stakeholder interviews to gain an understanding of the brand’s processes, culture, needs and opportunities, leading to redesigned resources and landing pages
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Guided UX, content, and SEO efforts to support each audience’s journey of discovery
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Deployed rapid experiments in paid search and display to build an awareness pipeline and quickly scale tactics and targeting
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Made strategic, performance-based recommendations based on analytics and data visualization to drive more engagement and leads. This led to an overall increase in inquiries from patients and healthcare providers, as well as year-over-year improvements in engagement KPIs
Squad
Queenie Leung
Sr. Growth Strategist
Sarah Murphy
Growth Marketing Manager
Theano Dimitrakis
Growth Marketing Manager
Ben Kuriakose
Growth Marketing Manager
Helena Yang
Creative Strategist
Ryan Sylvestre
Growth Marketing Manager, SEO
Creative Samples
In our efforts to promote the EXPAREL brand through display advertising, we found that certain ad creatives performed particularly well. These creatives were designed to effectively communicate the benefits of EXPAREL as a non-opioid pain management solution and resonated with our target audience of healthcare providers and patients.
