Case Study

Marketing campaign for a medical technology startup

This newly-established startup had an innovative product and needed support breaking into the veterinary market. As part of my former agency, I worked with them on a multi-channel marketing campaign targeting veterinary professionals.

Project goals

Increase brand awareness among veterinary professionals
Build credibility and trust in their unique product and its novel technology
Drive potential customers to book a product demo

Process

To complement their existing marketing efforts, we recommended a combination of press releases and targeted email campaigns to increase brand awareness while focusing on conversions.

For the press releases, the primary goal was to establish this new brand’s reputation and build momentum through newsworthy headlines. I leveraged social proof by incorporating the company’s connections with well-established veterinary businesses, positioning the brand as a trustworthy and growing player in the market.

For the email campaigns, I designed content specifically for veterinary professionals in the awareness and consideration stages of their buying journey. I focused on building trust and driving conversion with problem-solution framing. By leveraging powerful statistics backed by current research I highlighted the shortcomings of current diagnostic approaches. This then provided opportunities to shine a spotlight on the benefits of the brand’s novel product.

To further strengthen the emailers, I integrated social proof by showcasing reports of new users and successful industry events. I ensured the content was concise yet engaging, utilising attention-grabbing statistics and highlighting existing pain points to reinforce the product’s unique selling points (USP). Each email concluded with a strong call-to-action (CTA), prompting readers to book a product demo.

Outcome

As a result of these efforts, the brand was able to increase its visibility and credibility within the veterinary industry.

The combination of well-crafted press releases and targeted email campaigns established a strong foundation for brand awareness and framed the need for this novel product.

By incorporating clear and compelling calls-to-action (CTAs) we also helped the business to grow by effectively driving conversions.

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