Best Practices Marketing Case Study: Medical Devices Sector

Having a strong, clear and differentiated brand voice for medical devices is just as important as in other markets, especially given the complex decision-making that factors into the buy decision for physicians, patients, providers, payers and other key stakeholders. The marketing case study, below, demonstrates a niche target consumer audience initiative to raise patient awareness, which hinged on integrating a full system of tracking, reporting and analytics.

SOURCE: Grey Matter Marketing, www.greymattermarketing.com

Full case study below.

CASE STUDY: Standing up for Stress Urinary Incontinence (SUI): Evolving Marketing Campaign Results into Meaningful Actions for Novasys Medical

The Challenge

Stress Urinary Incontinence (SUI) affects 15 million women. In an effort to avoid surgery at all costs, most women choose to suffer in silence, risking serious consequences in the process. Enter Renessa, a 30-minute, non-surgical treatment developed by Novasys. Despite the effectiveness of the procedure, Novasys lacked wide scale patient awareness among women. As a result, Medical Minds Healthcare Communications, an agency contracted by Novasys, brought in Grey Matter Marketing to create a campaign to generate awareness around Renessa in Florida.

The Solution

Grey Matter Marketing initiated a direct-to-consumer (DTC) test using different creatives and media channels to drive patients to doctors actively treating SUI patients with Renessa. We were able to identify the niche target consumer audience, as well as the marketing tactics that were most cost effective. Crucial to the success was the implementation of a full system of tracking, reporting and analytics. While driving patients to a landing page is essential, Grey Matter Marketing understands the key is to move them to action: actually calling the doctor. That ushers the potential lead down the pathway to treatment. And without a proper tracking system in place, the client is blind in terms of refining the media strategy and spending effectively marketing dollars.

The Results

Eighty percent of the physicians who participated in the test campaign increased their Renessa patient volume as a result of consumers asking for this less invasive treatment option. With our tracking system, our seasoned media buyers could renegotiate and adjust the media spend to achieve the best ROI possible, cutting the cost-per-call to physicians by 50%. Having the hard data from the campaign in front of the doctors also allowed them to see the impact from the campaign and increased their level of engagement with Novasys.

ABOUT Grey Matter Marketing

Grey Matter Marketing is a boutique integrated marketing agency with a sole focus on the Medical Devices & Diagnostics (MDD) industry. To find out more about the Agency, and to sign up for a risk-free Marketing Project Test Drive, visit the website at www.greymattermarketing.com