Market access and device launch for innovative cardiac monitoring tool
Accelerated market adoption of cardiac monitoring technology through specialist audience engagement.
Marketing to a niche audience
Market insights & strategy
Challenge:
Elevate the brand salience of a revolutionary solution. Fast.
iRhythm approached Medico Digital in early 2020 for help in promoting their Zio service — a discreet ambulatory cardiac monitoring system that uses biosensor technology, cloud-based data analytics and machine learning to provide quicker diagnosis of arrhythmias. This revolutionary solution has helped to redefine patient choice, and iRhythm needed a marketing strategy that would help patients take control and make cardiologists in the UK sit up and listen.
Their objective was to generate brand salience amongst a niche demographic composed of cardiologists and key NHS decision-makers, whilst dissociating their UK arm from the US brand, which had historically dominated Google search terms.
Zio by iRhythm
The Solution:
Knowing that we needed to raise overall awareness of Zio to specialists within the UK and upgrade the tools in their armoury to improve patient-physician communication, we mapped out a two-pronged approach.
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Through keyword research and competitor content mapping, our team assessed the cardiac monitoring landscape and set up an in-depth content audit of the existing iRhythm assets available. They were able to identify a strong need for clear and clinically accurate content that identified solutions for highly specific pain points in the existing arrhythmia diagnosis pathway.
Utilising strategically placed LinkedIn advertising, Google Ads and our network of partner healthcare publishers, we were able to carefully manage the placement of content to ensure it reached the eyes of cardiologists and key decision-makers. Ensuring the tone and accuracy of the content was critical to firmly establish Zio as a service that would revolutionise arrhythmia diagnosis.
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Raising awareness was not enough to shift behaviour. It was essential that our content showcased the benefits of a modern cardiac monitoring service to potential patients in the UK. This became particularly crucial in 2020 during the height of the COVID-19 pandemic, as the Zio service gave patients the ability to be easily monitored without leaving their own home. To effectively convey the benefits of Zio and redefine patient choice, we upgraded iRhythm’s website messaging and user experience to ensure all digital tools were available to facilitate communication with patients.
Results:
We managed to accelerate iRhythm’s UK market presence from an almost standing start
Using a range of tactics — from implementing hreflang tags (an advanced SEO technique that dissociated the UK website from the previously dominant US website), to creating a clinician-friendly user journey on their website and driving incremental traffic through highly targeted paid media campaigns. Their website received a 300% increase in organic traffic and a 1233% increase in enquiries, as well as 2000 highly qualified visits.
iRhythm now enjoys good coverage across its target audiences and is going from strength to strength, recently being announced as a winner of the NHS AI Awards.
iRhythm website
They are truly a partner, one which I rely on for their expertise and strategic council; from establishing our digital platforms to now executing campaigns across a range of channels. Medico Digital are always honest about their thoughts on which direction to take and always align to our objectives. Medico Digital are responsive and agile in their ability to pivot to meet our needs. They are an incredibly valuable member of our team at iRhythm and I enjoy working with them all - THANK YOU!
Natasha Brown - iRhythm
UK Marketing Manager
