Monday, 24 February 2025 11:00 AM
Company Update
Smile Generation leveraged a data-driven award-winning strategy that won silver at The Drum Awards for Healthcare and Pharma-Media.
LOS ANGELES, CA / ACCESS Newswire / February 24, 2025 / Smile Generation, a consumer-facing dental brand under healthcare support organization PDS Health, faced a significant challenge when scaling its marketing efforts across 24 states while navigating strict industry regulations and diverse state-specific requirements. With a hiatus in paid media since the pandemic began, Smile Generation needed a solution to drive both upper-funnel awareness and lower-funnel lead generation.
The company partnered with Incubeta, a digital marketing agency with a strong history of working with PDS Health, to launch its new project.
Incubeta's expertise in navigating highly regulated sectors, especially healthcare, was key to crafting a campaign that balanced national reach with localized relevance.
With more than 91 customized deliverables across Google, Meta and TikTok, the campaign targeted diverse demographic groups, including seniors, families, and young singles. All creative content needed to adhere to HIPAA compliance. A/B testing and real-time optimization were used to maximize performance across these platforms.
The campaign exceeded lead-generation targets by 84%, generating 52,000 leads - well above the initial projections. With a cost-per-lead (CPL) of $24, far below the target of $45, Smile Generation achieved a 237% increase on estimated leads. Google, Meta and TikTok all contributed to this success, with Google generating over 35,000 leads at a CPL of $20.16, Meta driving 18,047 leads at a CPL of $32, and TikTok seeing an 87% reduction in CPL, yielding 3,254 leads via user-generated content.
The campaign also ensured sustained engagement, with more than 52,000 leads still being nurtured, of which 51.9% remain engaged. This indicates that, as well as reinforcing Smile Generation's reputation in the dental sector, it has also helped provide a healthy pipeline for future growth.
Courtney Taylor, Director of Brand Marketing at PDS Health who oversees Smile Generation, shared, "This campaign has been a game changer for us. By working with longstanding PDS Health partner Incubeta, we were able to scale our marketing efforts across the nation while maintaining the local touch that resonates with each community. The results speak for themselves. Not only did we surpass our lead generation goals, but we also set the foundation for long-term growth, all while staying compliant with HIPAA and state regulations."
Sue Taylor, Vice President, Paid Media at Incubeta US, added, "We were thrilled to partner with Smile Generation on this ambitious national campaign. Their unique challenges - ranging from compliance to the need for local relevance - required a tailored, data-driven approach. Leveraging our media expertise, in-house creative talent, and a deep understanding of the healthcare sector, we developed and executed a strategy that not only met but exceeded expectations."
By executing a strategy grounded in data and compliance, the partnership showcased the power of a well-executed national marketing campaign in a highly regulated industry - an effort that earned Silver at The Drum Awards for Healthcare and Pharma - Media. The campaign has now established a robust pipeline for Smile Generation's future, setting the stage for continued success in 2025 and beyond. With a 237% pipeline lift, Smile Generation's messaging will now move beyond traditional dentistry to educate the nation on the critical link between oral health and overall health. Smile Generation and Incubeta are transforming how dental and medical providers work together to improve patients overall well-being, raising awareness about this important issue.
Contact details
Hana Montgomery
[email protected]
SOURCE: Incubeta