Integrated Strategy & Branding
Making a New Company and New Product a Stand-Out
PR & Interactive Contribute to Growth by a Factor of Ten
A new company in the crowded medical device industry sought to reach doctors and consumers about its unique metal implant. Element-R’s marketing efforts helped MMI USA grow from $3 million to $30 million, culminating in the sale of the company a few short years later.
Separate communications were created for medical professionals and the public. With consumers now self-educating about their medical conditions, special attention was given to MMI’s web presence. Element-R created a purely informational website for consumers about the medical conditions that could require this type of surgery and their treatment options, further directing them to their physicians. Traffic to the new site was supplemented with a minimal budget Google Adwords campaign. Online ads drove 70 percent of all new site visits.
Publicity through multiple channels: television, online, print and via radio, again emphasized patient education. Surgeons were the primary spokespeople for the new surgical treatment. Each outlet reached millions of people, ultimately resulting in many patients requesting more information from their doctors.
Simple, Effective Niche Marketing Culminates in Successful Lead
Generation Reseller Goes Broad and Direct to Reach New Market
A reseller of technologies for paperless offices, IDT consults with SMEs in several fields, making focused marketing a challenge. One of its new technologies fit banks’ demand for electronic check processing.
Tapping the reach of a leading community bankers association in Illinois, we embarked on a tightly focused six-month campaign culminating in a regional trade show. The campaign included:
- Display advertising in the association’s journal;
- An introductory direct mailer to association members; and
- A pre-show direct mail campaign targeted to 160 decision-makers
Showing the impact of a straightforward, targeted campaign, IDT achieved a 10 percent response among bankers who scheduled meetings during the show. In total, half the booth’s visitors were attributed directly to the campaign.