Kuros Biosciences
Overview
Kuros Biosciences had tested digital advertising across multiple platforms to reach surgeons in the spine and orthopedic market. While traditional campaign metrics could indicate whether advertising was performing, the marketing team needed something more valuable: a way to demonstrate ROI to leadership and understand which individual surgeons were actually showing interest.
DigiVidBio helped Kuros connect precision NPI targeting with provider-level engagement reporting—giving marketing visibility into exactly which priority surgeons were being reached and which were interacting with campaign creative. That intelligence could then be shared with regional sales teams, turning digital engagement into a recurring source of warm leads and creating a measurable bridge between marketing and sales.
400+ Warm Leads per Month
435% Above Average CTR
$9.58 Average CPC
Provider-Level Sales Intelligence
Target Audience
Spine & Neurosurgery Specialists
- Priority surgeons identified by Kuros Biosciences as strategically important to its commercial growth.
Regional Sales Reps
- Priority surgeons identified by Kuros Biosciences as strategically important to its commercial growth.
The Challenge
A Campaign Can Look Successful Without Proving Business Value
Good Metrics Weren’t Enough
- Kuros had tested multiple forms of digital advertising. Some produced strong top-line metrics, but those numbers alone didn't give the organization enough visibility to determine the true value being created.
- Strong campaign metrics answered “Is the advertising getting engagement?” Kuros needed to answer “Who is engaging, and how can the business act on it?”
Leadership Needed Measurable ROI
- As a publicly traded company, Kuros needed to demonstrate marketing effectiveness to stakeholders and leadership in terms that went beyond impressions, clicks, and CTR.
Sales Needed Something They Could Act On
- Marketing engagement had greater potential value if Kuros could identify the individual surgeons demonstrating interest and translate those signals into opportunities for regional sales teams.
The Solution
Turn Marketing Engagement Into Sales Intelligence
Kuros wanted to use NPI-level surgeon targeting to reach a precisely defined priority audience while reporting each month on the individual surgeons demonstrating the greatest interest.
The ultimate objective was to move beyond a traditional marketing-qualified engagement signal toward something the commercial organization could evaluate as a potential sales-qualified opportunity.
The PLD report wasn't just better marketing reporting—it became a sales-enablement asset.
Engagement-to-Action
DigiVidBio helped Kuros connect three elements that are often separated in healthcare advertising.
Know Who You Want to Reach
DigiVidBio currated a list of providers and Kuros prioritized the NPIs it considered most important, allowing campaign investment to focus on a strategically defined surgeon audience.
Know Who Actually Engaged
Provider-Level Detail reporting identified which targeted surgeons interacted with Kuros' advertising rather than limiting reporting to aggregate clicks and impressions.
Give Sales the Signal
Engaged providers could be segmented by region and shared with the appropriate sales representatives, providing a recurring list of surgeons who had already demonstrated a level of digital interest.
Strategic Approach
Don't Stop at Campaign Performance. Connect Engagement to Commercial Action.
Measure the Audience That Matters
Focused on
Reaching Kuros' specifically identified priority surgeons rather than simply purchasing access to a broader publisher or platform-defined audience.
Make Marketing Useful to Sales
Focused on
Transforming digital behavior into provider-level intelligence that regional sales teams could use to better understand interest within their territories and prioritize potential follow-up.
Execution
Connecting Targeting, Engagement, and Sales Follow-Up
- Precision NPI Targeting - Campaign activation centered on the specific surgeon audience Kuros wanted to influence.
- Provider-Level Detail Reporting - Monthly PLD reporting showed Kuros which targeted surgeons had clicked its ads—providing visibility into the individual providers behind aggregate campaign performance.
- Recurring Warm-Lead Generation - Rather than creating a one-time audience list, the campaign continually surfaced new engagement signals for marketing and sales to evaluate.
Optimized for
Results
Monthly Engaged Warm Leads
Kuros received direct lists of surgeons who clicked campaign ads each month, creating a measurable source of warm engagement signals for the sales team.
Instead of relying solely on aggregate campaign metrics, marketing could demonstrate exactly how its advertising investment was reaching priority surgeons and creating identifiable commercial opportunities.
435% Above Average Click-Through Rate
The campaign delivered an impressive CTR that was well above average campaign expectations.
$9.58 Average Cost Per Click
Strong engagement was delivered while maintaining efficient cost-per-click performance.
Marketing Created Sales Utility
Provider-level reporting gave Kuros a tangible output marketing could hand directly to the sales organization—engaged surgeons who could be evaluated for follow-up.
Deployed across
"We’ve tested digital advertising with multiple digital platforms in our spine/ortho MedDev space and this NPI surgeon targeted campaign, is hands down the best ROI for us. It gives direct lists of surgeons that “clicked” to pass on to your team every month (so very measurable). We get >400 surgeon warm leads per month on our digital campaign… we love, this program and Jason & team are super creative, responsive, and priced right."
Key Takeaway
A Click Becomes More Valuable When Sales Knows Who Made It
Go Beyond Aggregate Metrics
CTR and CPC can demonstrate advertising efficiency. Provider-level data adds another layer: whether the specific HCPs your business cares about are engaging.
Turn Marketing Into Intelligence
When provider engagement can be identified and routed to sales, digital advertising becomes more than an awareness channel—it creates intelligence that can influence the next commercial action.
The evolution for Kuros was:
Campaign performance
→ Are people engaging?
Precision targeting
→ Are we reaching the surgeons we actually care about?
Provider-level intelligence
→ Which surgeons are engaging?
Sales activation
→ Who should our commercial team consider engaging next?
No longer simply centered on campaign metrics, like 435%-above-average CTR. The CTR proves the campaign performed. The 400+ identifiable surgeon leads per month explain why that performance mattered to the business.
THE DIGIVIDBIO DIFFERENCE
Engagement-to-Action
Traditional digital campaign reporting is designed to explain what the media did.
Engagement-to-Action is designed to help healthcare companies understand who responded and how that intelligence can support the commercial organization.
By connecting precision NPI targeting, provider-level engagement data, and sales-ready reporting, DigiVidBio helps healthcare marketing teams move from:
impressions → engagement → identified providers → actionable sales intelligence
Not merely “NPI targeting.” NPI targeting is the technology that makes the strategy possible; connecting marketing engagement to business action is the client value.
Turn HCP Engagement Into Intelligence Your Sales Team Can Use
Reach the providers who matter most, understand who's engaging, and give your commercial teams actionable insights that extend the value of every marketing dollar.
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