Emanuel.

Case Study · Healthcare · Paid Media

Two million impressions on a US$5.5K budget.

As Account Director on the Fresenius Kabi account, I led the work end to end: creative, copy, the planning team, and client reporting. For the launch of the ENFit line, I turned a lean R$30K budget (roughly US$5.5K) into two million impressions on hospital decision-makers, by front-loading strategy in a highly regulated market and running a disciplined weekly optimization routine on LinkedIn Ads.

ENFit Conectados com a vida campaign creative

~2M impressions · ~US$5.5K budget · 4 months

Client

Fresenius Kabi

Role

Account Director

Focus

Strategy, Creative & Paid Media

Duration

4 months

Channel

LinkedIn Ads

~2M

LinkedIn impressions

200K

Healthcare professionals reached

~$5.5K

Total media budget (R$30K)

Creative variations tested

Months live

The challenge

In this market, the media plan was the easy part.

Before a single ad ran, the hardest obstacle was not media. It was governance and compliance. The launch could fail on process long before it failed on performance.

Regulatory rigidity

Healthcare communication in Brazil follows extremely strict rules (Anvisa and regulatory bodies). Every claim and every visual had to comply, with no room for improvisation.

An internal approval bottleneck

The client’s Product team required five levels of sign-off on every creative before it could run.

A non-linear flow, the domino effect

If the third approver requested a change, the piece went back to stage zero and restarted the entire chain. That put the whole launch schedule at high risk of delay.

Strategy & planning

I worked around the process, not against it.

With the approval flow as the real risk, I designed both the workaround and a media tactic built for a lean, deeply niche budget.

Front-loaded alignment

To defuse the approval risk, I ran the briefing and target-audience alignment in parallel with creative development. The first version was already on target, which cut the number of rounds through the five-step chain.

A surgically qualified audience

Health professionals inside hospitals who influence or decide the purchase of enteral nutrition products: nurses, neonatologists, nutritionists and pediatricians.

The right channel for a niche budget

LinkedIn Ads, chosen deliberately. It let me segment surgically by job title, function and hospital setting, so almost none of the budget was spent on the wrong audience. Objective: brand awareness for the ENFit launch. Formats: carousel, video and single image.

Execution & optimization

The routine that made a small budget punch above its weight.

With every layout pre-approved by the client before launch, nothing stalled mid-flight. I then launched 5 creatives per format, 15 variations in all, for enough volume to read performance with confidence, and put the account on a strict weekly rhythm.

Tuesdays

Read the numbers

A deep performance analysis of every creative: what was landing with the audience, what was fatiguing, and where the budget was working hardest.

Fridays

Act on them

Implement the optimizations and pause saturated creatives, so spend kept flowing to the pieces that performed.

Transparency as partnership: I led the weekly reporting and presented results to the client directly, with updated dashboards so they could track the evolution closely. That visibility built trust and kept a highly governed account moving.

The campaign

ENFit. Conectados com a vida.

The ENFit standard, made tangible. The connectors sit at the center of an enteral-nutrition safety message.

ENFit patient safety educational creative

Technical education for professionals: the right connection reduces error and protects patients.

Emotional storytelling to carry a technical launch. Life is made of connections.

~2M

LinkedIn impressions on the decision-maker audience

The results

The strategy beat the budget.

Over four months, the campaign reached 200,000 healthcare professionals, the decision-makers and influencers inside hospitals, and generated close to two million impressions on LinkedIn Ads.

In an environment that is traditionally expensive for B2B, surgical segmentation and constant optimization delivered strong frequency and coverage on a US$5.5K budget. The planning discipline, not the spend, is what carried the launch.

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