NESTLÉ HEALTH SCIENCE

Nestlé Health Science Improves  Recruitment Capabilities with Salesforce Health Cloud and Optimized Digital Marketing

CLIENT

Goodnature Program

INDUSTRY

Biotechnology – Microbiome Therapeutics

SERVICES

Meta Ads

Google Ads

UX Design

Salesforce Health Cloud Enablement

SEO

OVERVIEW

Nestlé Health Science, through its GoodNature stool donation program, seeks to collect stool from healthy people, and then extracts the bacterial spores to develop therapies for serious diseases. GoodNature also collects stool donations from patients with specific conditions for ongoing research and development (R&D) projects exploring new disease state treatments.

In collaboration with Supreme, GoodNature advanced their donor recruitment and engagement capabilities by launching new digital marketing channels, making donor commitments clear at application, and optimizing their Salesforce Health Cloud workflows and automations.
The Challenge

GoodNature wanted to expand and accelerate their recruitment capabilities by bringing clarity to the donor candidate experience on their website and introducing new advertising channels. They also wanted to build efficiencies into their donor engagement by further leveraging their Salesforce tools.

The Strategy

We focused on Meta Ad platform improvements, Google Ads, SEO, and UX design to enhance donor recruitment and Salesforce workflows and automations to streamline the engagement process efficiently.

The Results

GoodNature can now leverage a more diversified set of marketing channels for recruitment, with improved cost per applicant, and greater capabilities for donor engagement and enrollment thanks to optimized Salesforce integrations, database segmentations and email automations.

Key Metrics

↓31%

Decrease in cost per eligible applicant

GoodNature now has a better bang for their buck, allowing them to spend less on advertising.

18x

Organic traffic vs competitors

GoodNature is outperforming competitors by 18x, an increase from 5x in a single year.

↓20%

Decrease in ineligible applicants

A reduction in ineligible leads has streamlined the donor booking process, improving donor retention.

“I could do things on my own, but I know
I can just do them better with Supreme.”

“Working with other agencies and experiencing how bad a relationship can be with an external partner, I'm so glad I get to work with Supreme. Supreme just makes it really, really easy to work with them.”

Sandra Frei, MA

Global Digital Marketing Manager,
TriLink BioTechnologies

Supreme was a terrific partner. 
I highly recommend Supreme.

“Working with Supreme, we've been able to make the donor experience clear on our website, optimize our use of Salesforce for workflow, and also pilot different paid media strategies resulting in meaningful cost reduction and a boost to productivity.”

Jennie Starr

Head of Market Insights and Brand Planning (Pharma) and Brand Lead for GoodNature, 
a Nestlé Health Science program

01

Opening More Channels For Donor Recruitment

We assisted in enhancing the technical setup of GoodNature’s Meta ads account to align with best practices, resulting in reduced lead generation cost. We also collaborated to launch Google Ads campaigns prioritizing audience segments that align with the ideal donor profiles. These campaigns resulted in higher quality donors at lower costs. These efforts have established a strong foundation for future recruitment efforts across these platforms.

Additionally, strategic SEO enhancements have improved their visibility and organic reach significantly, diversifying their recruitment channels and bolstering overall donor recruitment capabilities.

02

Optimization of Salesforce Health Cloud for Donor Engagement

Salesforce Health Cloud automations and workflows were optimized, significantly enhancing donor engagement and enrollment processes. This has equipped GoodNature with the robust systems needed to manage donor interactions effectively and efficiently, ensuring a streamlined and responsive donor management process.

03

Making Donor Eligibility and The Donor Experience Clear

To clarify donor eligibility and the donor process, new web pages highlighting donor center locations were developed, and a comprehensive Donor Experience infographic was designed. These resources help potential donors understand the geographical focus and commitment required, while also educating them on how ineligible applicants can still contribute to GoodNature’s R&D efforts.

04

UX and Ad Design For Improved Conversion Rates

We worked together to review and revamp all pages on the new website to improve UX design. The goal with all design and UX changes was to bring eligibility criteria to the front. Meta ads were also redesigned with attention-grabbing imagery, and engaging copy. This all resulted in improved conversion rates on the website and in Meta ad campaigns.

We love everything about 
working with your team.

“I love that there are biologists on your team, and that they have a passion from a scientific lens in what we do. The shared intellectual curiosity in understanding ideal donor candidate characteristics has led to a strong collaboration that has helped us achieve and exceed our recruitment goals.”

Jennie Starr

Head of Market Insights and Brand Planning (Pharma) and Brand Lead for GoodNature, 
a Nestlé Health Science program

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Sheldon Zhai
Founder, Head of A.I