Driving Brand Awareness and Lead Generation for a Fortune 500 Healthcare Technology Company

How Rebound rebuilt the SEO foundation and AI-search readiness for a life sciences technology company to drive sustained inbound growth in a complex B2B market.

The Company + The Challenge

A global healthcare technology company team set out to build brand awareness and engage healthcare providers and decision-makers, boosting visibility in a competitive market. The goal was to create targeted, brand-aligned Search Engine Marketing (SEM) campaigns that maximized impression share, optimized budget efficiency, and built a foundation for stronger lead generation.

No Historical Data or Benchmarks

Establishing benchmarks for success required upfront planning and alignment on which KPIs would serve as the true indicators of progress.

Limited Budget Efficiency

The campaign needed to achieve broad visibility without diluting impact. Careful structure and prioritization were essential to ensure spend delivered meaningful results.

Balancing Reach and Relevance

Brand awareness campaigns demand scale, but reaching too broadly risked attracting irrelevant clicks from outside the target audience.

Regulatory and Compliance Constraints

Operating in a tightly regulated industry, campaigns had to avoid ad disapprovals and restricted delivery that could quickly undermine reach and performance.

Why Rebound + Our Approach

Partnering with Rebound, the client developed a campaign structure designed to expand reach, drive visibility, and anchor long-term awareness objectives. As SEM was a new channel for the team, they required both strategic guidance and hands-on execution to establish a program that would deliver measurable results.

What We Actually Did

Results & Impact

Strategic Campaign Architecture
Rebound designed and launched four distinct brand awareness campaigns: Forecasting and Analytics, Patient Acquisition, Physician Engagement, and Referral Programs. This created clarity in targeting, minimized budget dilution, and provided a scalable framework for future SEM initiatives.

In four months, IQVIA HSS established a strong digital presence and drove measurable engagement with priority audiences.

Key outcomes included:

Built sufficient market awareness and audience penetration, to successfully launch a lead generation campaign.

Average CPC 35% lower than industry benchmarks, maximizing efficiency on a modest budget.

100,000+ impressions generated in a highly targeted B2B healthcare market.

SEM traffic drove 68% of all page views and delivered 7x more engagement events than other channels.

Over 70% top-of-page impression share, securing premium visibility and strong competitive positioning.

CPC visitors accounted for 71% of key engagement actions, underscoring SEM’s ability to attract qualified, high-intent users.

Success Metrics and Optimization
With no historical benchmarks in place, the team established awareness-focused KPIs, such as impression share, CTR, and landing page engagement, as the foundation for tracking progress. From launch, campaigns were closely monitored and continuously optimized through bid adjustments, keyword refinements, and ad copy testing to maximize performance.

The HSS Brand Awareness campaign attracted qualified healthcare decision makers who drove more meaningful interactions than any other traffic source. This early success positioned SEM as a high-impact channel for brand visibility, validating its role in HSS’s marketing mix and laying the foundation for ongoing optimization and future lead-generation growth.

Audience Refinement and Negative Keyword Strategy
To prevent wasted spend, Rebound implemented detailed negative keyword refinement and audience targeting, filtering out irrelevant clicks. This ensured campaigns consistently reached decision-makers and improved the overall quality of impressions and clicks.

Compliance-Centered Execution
All assets were developed to meet stringent regulatory requirements while still delivering clear and compelling messaging. Compliance reviews reduced the risk of ad disapprovals and maintained uninterrupted visibility across all four campaigns.

Quick Stats

Industry:

Life Sciences Technology

Company Type:

Global B2B / Enterprise

Primary Channel:

Paid Search (Brand Awareness + Lead Generation SEM)

Services:

SEM Strategy, Brand Awareness Campaigns, Campaign Optimization, Fractional Marketing Leadership

Outcome:

Established strong market presence, generated 100,000+ impressions, achieved 70%+ top-of-page impression share, and drove early lead generation with 46 web form submissions in the first 90 days

Timeline:

Initial launch and optimization over first 4 months with lead gen results within first 90 days.

Rebound helped us think differently about paid search. Instead of chasing immediate conversions, we built a disciplined brand presence that showed up consistently where our buyers were researching. The structure, messaging, and reporting gave us confidence that SEM was supporting our long-term GTM goals.

— Marketing Leader, Global Life Sciences Technology Organization