The market was crowded. The solution was human.
A direct-to-consumer medical device case study.
Our client is in a category where competitors are driving strong consumer-focused social media campaigns. Previously, patients were not coming to their healthcare professional asking for the product by a specific brand name. Then suddenly, patients were entering practices asking for a competitor.
The goal of our campaign was to increase word-of-mouth and brand awareness of client’s products and getting patients to ask for the product by name. So, we developed a patient testimonial submission program to capture authentic brand stories, fuel social content, and identify emerging influencers in the space.
The campaign promotional cycle
The program kicked off with a client‑issued press release, supported by sales reps distributing print materials to practices and QooQoo creating organic social content to drive awareness. Together, these touchpoints directed interested patients to the program website, where they could submit their stories. QooQoo managed all communication and coordination throughout the process. Once patient assets were collected, the team produced multi‑image carousels and short‑form video reels for Instagram, Facebook, TikTok, and YouTube Shorts—featuring real patients sharing their experiences. These testimonials then fueled additional promotion, creating a continuous funnel of authentic content for the client’s social channels.
Direct-to-consumer testimonial program outcomes
Within 5 months of launching the program, 90 patient testimonials had been submitted. On average in social media, we attained 179% higher engagement rate with testimonials, 42% more followers across the client’s social platforms, 33% more patients saving our testimonial content, and 22% more post shares. And, more importantly, patients were coming into practices asking for the product by name.
Program outcomes
Social media outcomes
90
179%
42%
33%
22%
submissions in 5 months
higher engagement rate
more platform follows
more post saves
more post shares
How patients heard about the program
Measuring program awareness was a critical component of demonstrating success. To better understand which tactics were driving participation, we added a “How did you hear about the program?” question to the patient submission form. This allowed us to directly attribute engagement to our key marketing channels and optimize future efforts.
The results validated the strength of the integrated approach. With sales representatives championing the program within practices and supporting awareness through in-office counter cards and print materials, practice referrals accounted for 52% of all submissions. Social media generated an additional 23% of participants, proving that patient-focused digital content successfully extended program reach. The remaining 25% came through word-of-mouth referrals from friends and family, further amplifying the impact of both practice and social media engagement.
QooQoo created and managed:
Print materials
QooQoo armed the sales force with a counter card for practices to promote the program and a take-home flyer for patients to learn how to participate.
Website
QooQoo designed a website to funnel patients from the print materials, practices, social media, and word-of-mouth into the testimonial program.
Program coordination and communication
The QooQoo team monitored submissions, communicated with patients, collected necessary waivers, documents, and assets from patients on behalf of the client.
Design and video
We created social media content to promote and advertise the program as well as the patient testimonial content.
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