Introduction
Smith Biomed was founded in 2002 with a pioneering vision: to leverage rapid, on-site disposable tests for detecting drugs of abuse in the workplace. Over time, the company expanded into point-of-care medical diagnostics, ultimately becoming a leading provider of at-home rapid testing kits. Their latest innovations include; an at-home iron test, allowing users to check their ferritin levels quickly, conveniently, and affordably, an at-home Vitamin D test, and an at-home bowel screening test.
Despite the benefits of at-home testing, consumer awareness remained low. Smith Biomed partnered with Virtual Marketers to drive awareness and engagement for their at-home tests, focusing on driving people to purchase at key stockists such as Chemist Warehouse, Pharmacy Direct, Zoom Pharmacy and Local Pharmacies. The goal was to increase visibility, educate consumers, and drive sales through influencer-led marketing and digital advertising.
Approach
Our approach focused on a range of key objectives:
- Targeted Digital Advertising: Boost influencer content and run paid campaigns on social media to maximise reach, engagement, and conversion.
- Organic Social Media & SEO Content: Establish an ongoing organic social media presence and develop SEO-optimised blog content to improve visibility and credibility.
- Influencer-Led Content Promotion: Partner with health-focused influencers to create engaging content that educates consumers on the benefits of at-home iron testing.
- Website Review & Enhancement: Conduct a review of the website to improve user experience and optimise conversion paths, and create new product pages to maximise engagement.
Solution
Drawing on our findings, we executed a multi-channel campaign designed to educate and engage potential customers while leveraging the reach of trusted influencers. Key actions included:
- Influencer Collaboration: Partnered with influencer Buffy (@begoodorganics) to produce engaging content—including reels, stories, and interactive Q&A—that demonstrated the ease of at-home iron testing.
- Content Boosting and Paid Advertising: Launched targeted ad campaigns across Google, Instagram, and Facebook, boosting influencer content to maximise digital reach.
- Website Updates: Revamped product pages and applied technical SEO improvements to enhance user experience and search visibility.
- Organic Reach & Brand Development: Introduced refreshed social media templates, consistent organic content, SEO‐optimised blogs, and updated branding materials.
- Performance Analysis & Insights: Implemented a reporting dashboard to monitor key engagement metrics and inform future content strategies.
Key Outcomes
Overall marketing results included:
Website Engagement:
- Website sessions grew to 14,200, with 11,800 active users.
- Significant increase in conversions, with 927 tracked transactions.
- Achieved a 450% rise in website visits, increasing from 335 to 1,500 visitors per month.
Google Ads Performance:
- High campaign visibility with 177,503 ad impressions.
- Generated 5,626 clicks, achieving a 3.2% click-through rate (CTR).
Social Media Impact:
- Massive reach with 1,126,148 impressions across Meta platforms.
- 8,157 clicks achieved, contributing to website traffic and engagement.
- Cost-efficient exposure with a $1.37 CPM and $0.19 CPC, ensuring strong return on ad spend.
The influencer-led campaign successfully increased awareness and engagement around Smith Biomed’s at-home iron test (Ferritin):
- Exceptional Reach and Engagement: The campaign reached over 45,000 accounts, with 12,878 reel plays and 166 comments, showing strong audience interest.
- High Sticker Engagement: Multiple stories saw strong engagement with sticker taps, indicating a high level of interest in tagged content and additional product details.
- Effective Content Boosting: Paid promotion extended reach to an additional 39,262 accounts, with 108,326 views and strong cost efficiency.
- Positive Audience Sentiment: Comments and interactions indicated high trust and curiosity, with no negative feedback received.
- Future Campaign Insights: The campaign demonstrated the effectiveness of influencer-led content for engaging a new audience and highlighted opportunities for clearer calls-to-action to drive conversions.
Testimonial
“Virtual Marketers helped us start to share the benefits of at-home testing through social media, paid advertising and an engaging influencer campaign. The response so far has exceeded our expectations, and the insights gained will shape future marketing efforts to drive even greater adoption of our products.”
— Cathy Thurston, Director, Smith Biomed
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