Campaign Components
Brand Identity & Strategy | Search & Social Advertising | Email Marketing & Automation | Website Development | Social Media Management | Content Marketing & SEO | Marketing Technology | Analytics & Reporting
A leading global medical device company needed to execute a highly targeted, multilingual digital advertising campaign designed to reach healthcare professionals and patients across multiple international markets.
Business Goals
The company leveraged Google and Microsoft paid advertising platforms to increase awareness and engagement for innovative cardiovascular technologies.
Challenges
Marketing medical devices across different countries is very complex. The campaign required precise localization, cultural adaptation, and regulatory compliance to maximize reach and effectiveness.
The medical device manufacturer, and its main coronary artery implant product, needed marketing expertise to build awareness in international communities amongst both cardiologists and patients. This target audience, who often needed to self-pay to access the medical device, resonates with clinical evidence contrasting with the current standard devices.
Marketing Strategy
The medical device company worked with The Deciding Factor (TDF) to develop and manage a multilingual, multi-location paid advertising strategy. This strategy ensured that campaign messaging was tailored to different regions while maintaining brand consistency.
Search, display and video ads were strategically placed across key global markets using Google Ads and Microsoft Advertising. These ads were adapted for language, imagery and messaging to resonate with specific cultural and medical landscapes.
Through advanced geo-targeting and audience segmentation, the partnership between the manufacturer and TDF identified high-potential markets and refined ad placements based on regional engagement trends. A/B testing and real-time analytics were utilized to track and optimize campaign performance. This approach ensured that ads were effectively reaching the right audiences — including healthcare professionals, hospital decision-makers and patients seeking advanced medical solutions.
Campaign Results
- Successfully executed a multilingual paid advertising strategy across multiple international markets, increasing engagement with diverse audiences. 4M worldwide impressions to date.
- Optimized ad performance through continuous monitoring, A/B testing and geo-targeted placements, leading to a 6% account-wide click-through rates and a $0.34 CPC.
- Strengthened the medical device manufacturer’s global brand presence by ensuring regionally tailored, compliant messaging reached key healthcare professionals and potential patients amidst the challenging policy landscape.
By the Numbers
Conclusion
The medical device manufacturer’s partnership with TDF has made a substantial positive impact on both patients and physicians. The collaboration has positioned the manufacturer as a leader in the field of heart and vascular disease treatment.
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