CUP SOLIDALE
(01)
Overview
Cup Solidale needed to position itself as the leading platform for booking private healthcare services in Italy, differentiating from traditional comparison sites. The project involved building national awareness without relying on branded keywords, while activating latent needs within the healthcare target audience and creating a coherent digital ecosystem across the entire funnel.
Industry
HealthTech / Digital Healthcare
Challenge
Post-pandemic digital behavior had created new expectations for healthcare access, but Cup Solidale needed to stand out in a crowded market of price comparison tools. The primary challenge was building spontaneous brand awareness among under-45s while activating psychographic drivers beyond price comparison. The platform required clear differentiation from competitors and a seamless conversion funnel from discovery to booking that addressed both emotional barriers and practical friction points in the healthcare booking process.
Impact
The strategic intervention delivered +71% spontaneous awareness among the target under-45 demographic and +36% growth in registered users and digital bookings. Cost per acquisition decreased by 32% across priority segments while maintaining quality, with an average ROAS of 2.9x on paid digital campaigns. The integration of AI tools for creative optimization and predictive performance dashboards enabled continuous refinement of messaging and targeting, establishing Cup Solidale as a distinctive voice in the private healthcare booking space.
