Medipines Medical Device

Medipines’ Shift in Brand and Target Audience

Traditionally, the problems many hospitals and clinics have had were high costs and complicated procedures to retrieve patient data. Medipines’ mission was to produce respiratory monitors to Respiratory Therapists that expanded their view on patient oxygen levels. When I was brought on, I was tasked with rebranding and repurposing our marketing department towards a new client base. My objective was to rebrand and transition our flagship product from a dismissive respiratory monitor device to a cardio-pulmonary diagnostic tool for Cardiac and Pulmonary professionals.

In order to shift the focus and approach of our marketing campaigns, I gathered and filtered data of complaints, patient metrics, and comparable medical devices for diagnosis. Understanding the healthcare markets helped sharpen our method towards offering curated solutions and education regarding our face-lifted device. One example of our marketing approach was addressing the direct complaints about ABG Tests (arterial blood gas tests), which are notorious for being painful and time-consuming, and demonstrating our device as a solution for each subject. Our marketing campaigns consisted of easy-to-digest clinical information as well as testimonials from notable institutions, gradually leading to an increase of 45% in conversion rates over a 4 month period. In order to secure a higher conversion rate, we used targeting and tracking services through LinkedIn, Google, Doximity, and free/paid platforms.

Establishing an Online Presence & Customer Retention Program

During my time at Medipines, the first major initiative I had emphasized was the importance of building an online presence while maintaining an informative dialogue that would be familiar to cardio and pulmonary professionals. This swiftly transitioned with press releases regarding notable milestones within the company, I organized a content calendar that would schedule every post, upload, and press release. With a consistent effort in online presence and the help of news articles regarding our device, we achieved an influx of interests that drove a 40% increase in site traffic and a 270% increase in organic reach through social media, email campaigns, and minimal paid digital reach. 

During this time, I was also a part of our new ‘Customer Retention Program’, which aimed to organize existing customer data (i.e maintenance, subscriptions, device locations) and potential leads (i.e Inquiries, Email Subscribers, Contact Forms). In order to secure these tasks, we collaborated with our engineering, sales, clinical, and quality control departments to utilize the CRM system, Monday.com. After surveying and collecting data regarding government reimbursements programs, we contacted previous clients who were not using or aware of these incentives and communicated the benefits. Previous clients of the device placed orders of 300+ circuits alongside our rebranded flagship Cardio-Pulmonary tool. This contributed to a 30% increase of existing client subscriptions over an additional 5 month period.

Growth Through B2B Marketing

As there was a shift in demographic for our target audience, we were encouraged to take creative approaches to get the attention and potential conversions. I initiated a Though Leadership Campaign that aimed to set Medipines as an expert lead in Pulmonary and Cardio medicine. I worked to position our company as experts in the field by collaborated with thought leaders and leveraging their expertise while educated any interested parties through multiple social media channels.

We conducted research to identify key influencers in our designated industries and reached out to them to participate in our campaign. This expanded to contributing in guess blog posts, participated in webinars and twitter spaces, and were in talks for future events and conferences. We also worked to showcase our own expertise by creating high-quality content that addressed common pain points and challenges faced by practicing professionals in Hospitals, VA’s, Clinics, etc. This included posters for our sales team, social media posts, targeted press releases, white-papers, and other researches that exemplified our insights on relevant topics relating to Pulmonary, Respiratory, and Cardiology. In addition to our B2B approach, we leveraged social media and email marketing to promote our content. We actively participated in forums and groups relating to our audience to build credibility and eventually establish our company as a trusted source of information and medical technology in our respective fields. This lead to an overall improvement to our sales team introductions as well as a 45% increase in new conversions over a course of 6 months.