Influence Network Marketing
Overview
A leading commercial-stage diagnostics and biotechnology company had already achieved strong performance through an NPI-targeted campaign promoting its prognostic diagnostic test.
Rather than simply increasing budget or frequency, DigiVidBio identified an opportunity to expand awareness across the broader clinical care team.
By strategically engaging nurses who supported targeted physicians, the client significantly increased campaign engagement while contributing to meaningful growth in diagnostic test adoption.
● Influence Network Marketing - Expanded engagement beyond physicians to the broader clinical care team.
● 2× Higher CTR - Adding nurse audiences more than doubled overall click-through rates.
● Expanded Clinical Reach - Reached a larger and more digitally engaged healthcare audience.
● Greater Test Adoption - The expanded strategy aligned with significant growth in diagnostic test orders.
Target Audience
Ordering Physicians
- Healthcare providers already identified as the client's core audience for prognostic testing.
Clinical Care Team
- Nurses supporting those physicians who influence patient education, workflow, and diagnostic decision-making throughout the care journey.
The Challenge
How Do You Grow a Campaign That's Already Performing Well?
Avoid Performance Plateaus
- After six months of success, the campaign had reached many of its highest-value physician targets, making additional gains more difficult through traditional optimization alone.
Increase Clinical Influence
- The client wanted to increase diagnostic adoption without simply increasing advertising frequency to the same audience.
Discover New Growth Opportunities
- The challenge was identifying additional healthcare professionals who meaningfully influence testing decisions but are often overlooked in healthcare marketing.
The Solution
Influence Network Marketing
Instead of viewing physicians as isolated decision-makers, DigiVidBio expanded the campaign to include the broader clinical influence network surrounding each targeted provider.
By identifying and engaging nurses supporting the existing physician audience, the campaign reached healthcare professionals who play an important role in patient care and diagnostic decision-making.
Primary NPI Audience
Continued engaging physicians already using or evaluating the client's prognostic test.
Secondary Clinical Audience
Expanded targeting to nurses supporting those physicians, increasing reach within the same clinical ecosystem.
Ongoing Creative Optimization
Continually refreshed messaging to maintain engagement as the expanded audience evolved.
Strategic Approach
Healthcare Decisions Are Influenced by Teams, Not Individuals
Expand the Circle of Influence
Focused on
Healthcare providers rarely make clinical decisions in isolation. By engaging the broader care team, the campaign increased awareness among professionals who contribute to diagnostic conversations and patient care.
Find Growth Beyond the Core Audience
Built For
Instead of repeatedly marketing to the same physicians, the strategy uncovered a larger, more digitally active audience capable of reinforcing the client's messaging throughout the clinical workflow.
Execution
Activating the Clinical Influence Network
- Continued engaging the client's established physician audience.
- Expanded precision targeting to nurses supporting those physicians.
- Monitored audience engagement and continually refreshed creative messaging to sustain performance over time.
Activated Across
Results
THROUGH CLINICAL INFLUENCE EXPANSION
Rather than plateauing after an already successful campaign, the expanded audience strategy unlocked significant improvements in engagement while supporting meaningful business growth.
More Engaged Audience
The nurse audience demonstrated even stronger online engagement than the original physician audience.
Greater Market Reach
Adding the secondary audience significantly expanded campaign scale and awareness.
Continued Business Growth
The client experienced substantial growth in diagnostic test orders and continues investing in the expanded audience strategy today.
Optimized for
Key Takeaway
The Most Influential Decision-Maker Isn't Always the One Signing the Order
Think Beyond the Prescriber
Healthcare decisions are shaped by an interconnected care team. Expanding marketing beyond the primary physician can uncover meaningful new opportunities for engagement.
Growth Comes from Smarter Targeting
The next stage of campaign growth isn't always reaching more physicians—it's reaching more of the people who influence physician decisions.
The most successful healthcare marketing strategies recognize that clinical decisions happen within a network of trusted professionals. By expanding beyond the primary prescriber and engaging the broader care team, this commercial-stage diagnostics and biotechnology company unlocked new growth opportunities, increased campaign performance, and strengthened diagnostic adoption without abandoning the successful foundation already in place.
Ready to Reach the Full Clinical Decision Network?
Whether you're promoting diagnostics, medical devices, or therapeutic solutions, DigiVidBio helps healthcare organizations identify and engage the healthcare professionals who influence clinical decisions—not just the ones who sign the order.
Book a strategy call