A focused media strategy and Meta ads plan for Oncoheal's first patient-facing webinar — designed for quality reach, not volume.
This is a pilot webinar — the goal is not mass reach. It is to attract a small, highly motivated cohort of cancer patients and caregivers who are actively seeking evidence-based nutrition guidance. Doing this well builds the foundation for higher-value, interactive workshops later.
The campaign strategy is built around trust signals over sales tactics. Given the sensitivity of the audience (oncology patients/caregivers), all messaging must be empathetic, credible, and grounded in science — not sensational or fear-driven.
Build Oncoheal as the go-to name for science-backed cancer nutrition. Every ad must communicate expertise, not click-bait.
Target the right 8–10 people, not 50 indifferent ones. Low registration cost + paid ticket filters casual scrollers from genuine seekers.
Treat this as a test run. Capture what content resonates, which audience segments respond, and build data for the next campaign.
Pricing for a medical/nutrition webinar must feel worth it but accessible. Too low signals low credibility; too high creates a barrier. Here's the breakdown:
Too cheap for cancer-care expertise. Patients will question the professionalism of the service.
Feels accessible yet premium. Converts genuine interest into commitment. Easy to recall and communicate.
Equally credible. ₹299 carries a slightly higher perceived value. Use if you want to test the upper range.
₹249 is the recommended price. It passes the credibility test, filters genuinely interested registrants, stays below the psychological ₹300 barrier, and still generates modest revenue (e.g. 10 sign-ups = ₹2,490 recovered). Consider a ₹199 Early Bird price for the first 5 registrants to create urgency and reward fast action.
The campaign runs across 3–4 weeks leading up to the webinar. Each phase has a distinct objective and creative message.
Introduce Oncoheal's voice. Run organic posts and 1–2 boosted posts on Instagram. No hard sell. Tease the webinar topic with myth-busting hooks. This creates warm awareness before direct ad spend begins.
Launch the main Meta Ads campaign. Run conversion-optimized ads pointing to the landing page with payment link. Use both static carousel and short-form video (Reels) if available. FB + Instagram placements simultaneously.
Retarget website visitors and people who clicked on Week 2 ads but didn't register. Use urgency-based copy ("Only X spots left"). Introduce social proof — expert credentials, snippet from Oncoheal's blog or testimonial if available.
Final ad burst for any remaining spots. Simultaneously, send WhatsApp/email reminders to registered users with a teaser of what to expect (this builds show-up rate, which is critical for a small group). Turn off ads 24–48 hrs before the event.
★ Instagram Reels is the highest-priority placement for cancer caregivers aged 30–55 in metros. Facebook feed reaches older demographics (55+) effectively.
| Campaign Phase | Objective | Ad Format | Daily Budget | Duration | Est. Spend |
|---|---|---|---|---|---|
| Phase 1 Awareness |
Reach / Brand Awareness | Single Image / Boosted Post | ₹175–225/day | 4 days | ~₹700–900 |
| Phase 2 Registration Drive |
Traffic → Landing Page | Carousel (3–4 myth slides) + Static CTA | ₹300–350/day | 6–7 days | ~₹1,800–2,450 |
| Phase 2B Conversion Push |
Conversions (Paid Sign-up) | Static Image with strong CTA | ₹250/day | 4–5 days | ~₹1,000–1,250 |
| Phase 3 Retargeting |
Re-engage Warm Audience | Single Image (Urgency/Social Proof) | ₹200/day | 5 days | ~₹1,000 |
| Reserve Final Burst |
Last Registrations | Story + Reel | ₹165/day | 2 days | ~₹330 |
⚠️ Total estimated spend: ₹5,000–6,000. Adjust daily budgets based on early CTR performance. If CPL (Cost per Lead) is exceeding ₹600 in Week 2, pause cold campaign and shift budget entirely to retargeting.
All creatives should use clean, medical-green palette matching Oncoheal's branding. No stock-photo hospital clichés. Use bold text overlays on minimal backgrounds. Lead with the myth, answer with Oncoheal.
No videos needed. Use high-contrast static creatives: white text on dark teal/charcoal background OR clean white card with teal accent. Include: Speaker name + credentials, Date & time, Topic, ₹249 price, "Only 10 spots" scarcity signal. The landing page should have: Event details → Speaker bio → What you'll learn (3 bullets) → Pricing → Payment button. That's it — no fluff.
Keep the landing page ruthlessly focused. No navigation menu, no sidebars. One goal: register and pay. Use Instamojo / Razorpay for the payment link. Embed directly.
Use Canva Websites (free, fast, mobile-optimized) or Carrd.co (₹1,000/yr) — both allow embedding Razorpay/Instamojo payment buttons without coding. Alternatively, a simple custom HTML page on Oncoheal's domain is the best option for brand consistency and SEO.