Case Study: Engaging Physicians on Facebook

InCrowd is a company that primarily services BioTech and Pharmaceutical companies who are looking to engage healthcare professionals, especially physicians, through market research surveys. With an increased focus on crowd development, InCrowd had been tasked with both growing their universe of physicians, and also further engaging those who already participate in their research activities. While they found engagement across a number of digital channels, Facebook advertising stood out from the rest as being the most successful way to engage physicians. While realizing the potential for this channel, the challenge they faced was audience targeting.