Could you share any statistics or metrics from this engagement?
The work's been reasonably successful. We've done well, raised expectations and met most of them. SEM continues to be a marketing channel for our company, so we're continuing to focus on it, but we decided to have an in-house team focused on this.
We launched the business a relatively short time ago, so our understanding and knowledge of the space continues to evolve. We offer 20,000 different drugs and run multiple campaigns, so the mix of those has had an effect on the overall cost-per-click as well as our click-through and conversion rates.
Firestorm SEM's work was pretty good. The overall cost-per-action for this channel improved in time, and we came to get more and more acquisitions, which was exactly what we were looking for.
How did Firestorm SEM perform from a project management standpoint?
Firestorm understands how to run and manage these types of projects because their two guys at the top [partner and managing director Mark Barletta and partner and president Jonathan Stec] have years of experience and great industry knowhow. They always go with their gut because their intuition and knowledge is fantastic. They wouldn't be a fit for a client who requires a very strong data and statistics focus of the PPC [pay-per-click] work.
What distinguishes Firestorm SEM from other providers?
They were able to lower costs per click and help generate more qualified leads for the client during the substantial engagement.
Is there anything Firestorm SEM could have improved or done differently?
There are certain advantages to having an in-house team that, unfortunately, we couldn't find with Firestorm SEM. The people that we train here will always know our industry better. Since we have such a niche product base and industry that is a global market, it's quite difficult for agencies to make an impact with our marketing.
I also wish they would focus on data and analytics more. They have been in the industry for many years, but a data focus would provide better client service.