Caterna | Updates

By Jana Frömke

Caterna Lowers Google Ads Cost per Conversion by 37% and Adds Facebook

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Dear Companists,

As already announced in our last marketing update (#16), we would like to keep you informed about the latest results and findings from our test campaigns.

In the last two weeks, we had a total of 13 inquiries resulting from our advertising measures - a result with which we are very satisfied in view of our initial test budget. Experience has shown that it takes around 1-2 months to convert the inquiry of an interested party into a paying customer. This is because, depending on the personal situation, interested parties often have to wait for appointments with an ophthalmologist or apply for reimbursement. Therefore, we have not been able to convert any of the requests yet. Our customer service staff is currently working hard to secure ophthalmologist prescriptions for each individual as quickly as possible! As already indicated in Update #15, we are also working on simplifying and accelerating this process.

 

Nes about Google Ads

We also have some great news about our Google ads: The announced campaign optimizations have reduced the cost per conversion from week 1 to week 2 by 37%! In view of the current figures, we are optimistic that we will be able to continue reducing costs by making additional adjustments. Meanwhile, we also know which keywords work well on Google Ads, so we can distribute our budget even better. In the next step, we will test whether the keywords that perform well will continue to perform well on a higher budget or not.

 

Facebook addes as a second channel

Last week, we added Facebook as an additional channel. We already took the first cautious steps on Facebook last year, which encouraged us to also use this channel as an advertising medium. With success: Currently, the conversion rate of Facebook ads is 1.83% and is thus better than the conversion rate on Google - on average 1.5% - even without initial optimization of the ads. We are very satisfied with both results and are confident that we will be able to scale Caterna in this way.

 

What’s next?

We will continue to optimize our ads and the landing page in order to achieve more conversions and minimize the costs for individual conversions. We will also run ads in Germany at a local level, for example in regions with high health insurance coverage and many cooperating medical practices. Another step will be to use the findings of the German market to start advertising in Poland to generate initial figures and to understand whether a self-payer market behaves differently (see update #14). We hope that this will provide us with new insights for future internationalization in the long term.

 

An initial conclusion

All in all, we are very happy about these first results. They show that what we want to achieve - addressing parents online and getting them excited about Caterna - is actually possible. Now, we must further optimize our marketing and test it for scalability. To achieve this, we are already in the process of simplifying the subsequent prescription processes for us and the patients!

 

Best greetings,

Jana Frömke



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