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Case study
InBody · Body composition analysers for health care, Denmark

Dietitians clicked at almost 4 times the LinkedIn benchmark from LinkedIn Ads in 5 months.

InBody makes body composition analysers used around the world. We introduced its two newest machines for health care to Danish hospitals, clinics and dietitians, and turned the interest into e-book leads.

  • 5 months
  • LinkedIn Ads
  • Denmark
Services provided
  • LinkedIn Ads
  • Strategy and targeting
  • Ad graphics and copy
  • Image, video and text tests
  • Lead forms
  • Company page posts

Who we targeted

1Audience

  • Dietitians and nutritionists
  • Hospital and health care staff
  • Sports and conditioning coaches
  • Ad engagers (retargeting)

A broad audience of more than 67,000 health care professionals first, then a focused audience of more than 2,500 dietitians and nutrition professionals.

2Industry

  • Hospitals and health care
  • Medical practice

3Company size

  • All company sizes

4Job titles

  • Dietitian
  • Clinical dietitian
  • Nutritionist
  • Clinical nutritionist
  • Sports nutritionist
  • Conditioning coach

5Countries

  • DKDenmark

All ads in Danish.

The numbers

The right audience made the difference.

A broad health care audience showed what worked. A focused dietitian campaign then turned it into clicks and leads.

14

E-book leads

Downloads from the dietitian lead campaign in its first 7 weeks.

325

Website visits

From all campaigns by month 4.

42%

Lead form completion rate

Of the people who opened the form, 42% sent it, against a 10% average.

17,325

People reached

In Danish health care, across all campaigns by month 4.

Dietitian campaign vs LinkedIn benchmark
1.37%click-through rate

We built a campaign for more than 2,500 dietitians and nutrition professionals around the ways they use InBody. It became the best campaign by far.

LinkedIn benchmark0.35%
Dietitian campaign1.37%

Click-through rate is clicks divided by impressions, as reported by LinkedIn. The benchmark is as quoted in the report.

ChallengeKnown in gyms, new in hospitals

Many people know InBody analysers from the gym. Its two newest machines, the InBody970 and the InBody BWA2.0, are built for health care, and the BWA2.0 can even measure patients in bed. In Danish hospitals and clinics, few people knew them yet.

The goal: make the new machines known in Danish health care, and get dietitians to raise their hand.

SolutionTest broad, then go narrow

We started with more than 67,000 people in Danish health care and tested images, videos and text length. Simple images with a clear question won. Short texts worked best for the InBody970, while the BWA2.0 needed more explanation.

Then we built a campaign for more than 2,500 dietitians around InBody's areas of use, such as nutrition, heart and kidney care, and added an e-book they could download straight from the ad. Posts on InBody's company page ran alongside.

ImpactClicks and leads from the right people

By month 4 the ads had reached 17,325 people and sent 325 visits to InBody's website. The dietitian campaign clicked at 1.37%, almost 4 times the LinkedIn benchmark.

14 e-book leads in 7 weeks, and 42% of the people who opened the form sent it.

How we helped

What we did, and when

From a strategy meeting to a focused lead campaign in 5 months.

  1. Before launch

    Strategy and targeting

    Strategy meeting, a broad audience of more than 67,000 people in health care, and ad graphics for both machines.

  2. Month 1

    Launch

    Awareness ads went live with images and videos of the InBody970 and the BWA2.0, plus company page posts.

  3. Months 2 and 3

    Testing and optimisation

    Image, video and text tests, new ads on InBody's areas of use, and a focused dietitian campaign. The e-book lead ads went live in month 3.

  4. Month 5

    Results

    14 e-book leads, a 42% form completion rate and a 1.37% click-through rate with dietitians.

Month by month

7 leads in the first 11 days.

E-book leads by month, from the first day of the lead campaign.

E-book leads by month

Dietitian lead campaign, live from late in month 3.

E-book leads
  1. 7
    Month 3
  2. 4
    Month 4
  3. 3
    Month 5

How we count. Months are counted from the first live ads; the strategy meeting is shown as before launch. Reach, website visits and click-through rates come from InBody's LinkedIn Ads reports. Click-through rate is clicks divided by impressions, and the 0.35% benchmark and the 10% form completion average are as quoted in the reports. Leads are the e-book downloads in the lead form list, counted by the month they came in.

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