Generate demand for a new, innovative solution within a competitive market
Infection prevention and control have never been more important. GAMA Healthcare — the producers of Clinell wipes — are leaders in this space. GAMA approached us to help with the launch of Rediroom — an instant patient isolation unit that can be deployed in under five minutes to prevent the spread of infection. So, how do you raise awareness and generate demand for a product that healthcare providers don’t know exists?
Our task was clear: create an impactful, highly targeted campaign that focused on raising awareness of Rediroom, driving engagement and generating leads amongst NHS decision-makers and healthcare professionals fighting infection on the ground.
Deliver a multi-channel strategy engaging specific stakeholders
By mapping out key customer groups and identifying relevant touchpoints, we were able to create an integrated digital sales funnel to drive awareness and generate high-quality leads amongst a targeted audience of NHS decision-makers, C-suite and procurement teams, as well as healthcare professionals across infection control.
Create hyper-targeted paid ad campaigns
Once we identified platforms that would resonate with our audience, we developed multiple campaigns across mass market and HCP-specific channels that engaged healthcare specialists and invited enquiries. The campaigns included a combination of formats comprising of video, imagery and emotive copy to target niche keywords and phrases. Testing a range of tactics allowed us to maximise results by continuously optimising towards the best performing messaging.
Remarket to an engaged audience
To keep the Rediroom brand front of mind, we deployed remarketing tactics on paid social channels via lead-gen ads based on video views, lead form views and website traffic. Targeting an audience who had already engaged with the GAMA brand gave us a better opportunity to generate quality leads using white paper and market research content to capture their attention.
The Results
The Rediroom campaign launch exceeded expectation and received:
- 25 quality leads
- 27k video views on LinkedIn
- 541k impressions across paid campaigns
- 2,357 clicks through to the Rediroom landing page
The Medico team are clear in their approach and honest as to what they can deliver. We were unsure how we would approach marketing Rediroom but Medico gave us a clear strategy and recommendations throughout. We initially approached this campaign as a trial, with the potential of expanding a long-term partnership with Medico. Following our experiences of working together, we wouldn’t hesitate to partner with them again.
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