CASE STUDY
Genea Fertility
Genea needed a smarter, more localised media strategy – one that could reflect differing market conditions across states, integrate brand and performance media and deliver measurable business outcomes.
5x More Patient Enquiries for Genea – Through Smarter, Connected Media
Genea Fertility, one of Australia’s leading fertility specialists, partnered with Bench Media to transform their marketing performance by shifting from fragmented campaigns to a unified, data-led media approach.
5x
increase in patient enquiries
70%
reduction in cost-per-acquisition
GOAL
Genea is a trusted name in fertility services, with clinics across Australia and a strong commitment to scientific excellence. However, their marketing activity had become siloed – brand campaigns focused on offline media, while digital efforts on Meta and Search were managed separately. This disjointed structure made it difficult to measure return on advertising spend (ROAS) or connect enquiries to actual patient conversions.
APPROACH
Bench developed a three-pronged strategy to unify Genea’s marketing ecosystem:
Localised media strategy:
A state-by-state plan was built to reflect Genea’s varied market presence and allocate budgets dynamically across regions, ensuring maximum efficiency and relevance.
Full-funnel audience engagement:
Using omnichannel media, including Audio, In-stream Video, Display, Social Video and Search, the campaign guided people through each stage of their fertility journey. Sequential storytelling was applied to deliver contextually relevant messages based on intent and consideration.
Connected data and attribution:
All brand and performance campaigns were fully integrated and tracked through Genea’s CRM, allowing for accurate attribution, faster lead follow-up, and richer insights to inform ongoing optimisation.
The Results
The campaign exceeded expectations, delivering powerful business outcomes:
-
5x increase in patient enquiries
-
3M+ completed video views
-
70% reduction in cost-per-acquisition
This unified, data-driven approach turned fragmented marketing into a seamless performance engine, driving measurable growth for Genea while improving marketing efficiency across every channel.
Bench Media has risen to the challenge and really sought to understand our business to develop an integrated media strategy and plan that has many complexities. That includes building brand awareness, profiling our doctors and services, but most of all, meeting the consumer where they are on their journey.
