“Why Matchnode? They’re strategic thinkers. They understand the platforms very well. They come to you with solutions.They iterate. They’re very responsive. Matchnode is everything you look for in an agency.”

Nathan Purpura,
VP of Marketing and Growth, Bicycle Health
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What We Provided

  • Tested Meta lead filtering
  • Shortened lead forms
  • Tailored creative to new personas
  • Video to build retargeting audiences

THE CLIENT

Bicycle Health
Industry
Telehealth

Location

Telehealth

Bicycle Health is a virtual medical treatment provider that delivers high-quality, integrated medical and behavioral healthcare for people with opioid use disorder. The Boston-based company was named a TIME 100 Most Influential Company in 2022.

Challenge

Optimizing Meta campaigns without tracking pixels

In 2023, the Department of Health and Human Services’ Office for Civil Rights (OCR) released new guidelines warning that HIPAA’s Privacy Rule applies to a HIPAA-regulated entity’s use of pixel trackers and other tracking technologies for unauthenticated users (visitors) on its website.

For Bicycle Health, Meta pixels had helped them optimize their ad campaigns on Facebook and Instagram. Without pixel tracking, the efficacy of Bicycle Health’s Facebook campaigns took a nosedive. A channel that had historically driven consistent lead volume slowly died over a period of 60 days.

To remain in compliance, Bicycle Health removed all digital marketing tracking pixels from vendors that don’t sign Business Associate Agreements (BAA) to protect Personally Identifiable Information (PII) from prospective customers.

Nathan Purpura, VP of Marketing and Growth, felt stuck. So he reached out to Brian from Matchnode for help.

“We basically needed to restart our marketing campaigns without tracking pixels. But on Meta, we couldn’t do it. The new rules had killed that channel for us. Brian stepped up and said, ‘Let’s see if we can turn that channel back on for you.’”

Solution

Using on-platform signals to qualify leads

Nathan had already partnered with Matchnode twice before at different companies. He’d been impressed by the results then—and now he needed lightning to strike a third time. With lead volume down, Bicycle Health had to get its Meta campaigns “unstuck.”
Matchnode didn’t disappoint.
Building a lead gen pipeline without pixel tracking was a unique challenge. Brian and his team hypothesized that the best way to do it was to use Facebook’s native capabilities to filter on-platform signals before leads reached Bicycle Health’s website.
They started by identifying Bicycle Health’s top-performing ads on other channels, iterating on them, and getting those approved. By understanding who was buying and then tailoring creative to those specific personas, Bicycle Health could be less pixel reliant.
For approval, Matchnode reached out to their Facebook agency rep and asked them to review the ads. Bicycle Health had been struggling to get ads approved, in part because they operate in a sensitive space. By demonstrating that the ads were compliant, Matchnode helped Bicycle Health clear the ad denial hurdle.
Matchnode also experimented with Facebook’s lead form. They quickly discovered that shortening the lead form proved an effective way to increase volume. And by asking highly targeted questions, they optimized on-Facebook performance (no pixels required) so that only qualified leads wound up on Bicycle Health’s website for the final lead flow.

“Matchnode had a very strategic approach to creative testing and segmentation. And it’s working. They’ve figured out a way for us to open up that vertical and tap into a new set of patients. They just come up with good, creative solutions. And when something doesn’t work, they pivot off of it quickly. They’re awesome.”

Results

Meta lead volume nearly doubles year-over-year

By testing every lever that wasn’t pixel reliant, Matchnode helped Bicycle Health recover its flow of leads from Meta. But not only did Bicycle Health recover—they’ve now surpassed previous results.

Year-over-year, Meta lead volume has nearly doubled.

As lead volume and quality has increased, customer acquisition costs (CAC) have gone down. According to Nate, cost per lead (CPL) has seen double-digit declines since the start of 2023, when Bicycle Health began working with Matchnode.4

Best of all, they can achieve this level of success without in compliance with the latest guidelines.

“Matchnode had a very strategic approach to creative testing and segmentation. And it’s working. They’ve figured out a way for us to open up that vertical and tap into a new set of patients. They just come up with good, creative solutions. And when something doesn’t work, they pivot off of it quickly. They’re awesome.”

If you have a sticky marketing problem and need ROI, contact Matchnode.

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  • Chicago Digital Marketing
  • 318 W. Adams
  • Chicago, IL 60606