Campaign Components
Brand Identity & Strategy | Search & Social Advertising | Email Marketing & Automation | Website Development | Social Media Management | Content Marketing & SEO | Marketing Technology | Analytics & Reporting
A pioneering medical device company received FDA approval in 2018 for their bronchoscopic treatment for patients with severe COPD/emphysema. The company was established in Europe and ready to expand to the U.S.
Business Goals
The medical device company approached The Deciding Factor (TDF) to help introduce their endobronchial valve to the U.S. market from the ground up. As their primary marketing team, we worked closely with their VP of Marketing and two other internal marketers at the start.
Challenges
The company needed to establish a comprehensive marketing foundation that would support the medical device company’s rapid growth and market entry. Pulmonologists had been stuck in the quandary of medications and inhalers or surgery, with no minimally invasive solutions to offer their patients. And patients had given up hope of finding a way to improve their quality of life for this chronic disease state.
Marketing Strategy
Our work began with creating robust marketing and sales processes. TDF set up essential marketing technology, analytics, KPIs and dashboards to track performance. We established their CRM system and, later, facilitated their transition to Salesforce. This shift aligned their sales and marketing for greater impact.
We created specialized training resources for physicians. These resources empowered them with the tools they needed to understand and confidently use the device in their practice.
Our patient advocacy programs also played a crucial role in gaining traction for their endobronchial valve in the U.S. market. Given the lack of awareness around this new procedure category, we spearheaded campaigns across digital channels. From patient story videos to educational content, we built awareness and drove patient engagement.
The pinnacle of our work with medical device company came when we supported their promotion and marketing for their IPO and NASDAQ listing. As the company transitioned from a small startup to a publicly traded entity, we worked on campaign strategies that would communicate the medical device company’s vision and value to investors.
We used storytelling and targeted outreach to connect with patients and advocate for their treatment options. Our efforts positioned the medical device company as a trusted source of support and innovation.
Campaign Results
- Established global multi-lingual websites (10 languages served)
- Through digital advertising, we grew a database of U.S. patients interested in the procedure from zero to 160,000 in 5 years
- Patient advertising campaigns in 4 countries (U.S., U.K., Germany, & Australia)
- Grew global social audiences (patient and healthcare professionals) across all platforms
- Through strategic marketing to both patients and healthcare professionals, treated patients worldwide increased from approximately 5,000 in Europe to over 40,000 treated to date
By the Numbers
US Patient Website Traffic 2022 vs 2023
Conclusion
TDF’s work with the medical device company reflected not just their growth but also our ability to drive transformative results for clients — from early market entry to a national public offering. We’re proud to have helped elevate a life-changing endobronchial valve from concept to market success, making an impact on both patients’ lives and the healthcare industry at large.
Contact Us
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513-227-7494
513-459-9064 (O)
5155 Financial Way, Suite 9
Mason, Ohio 45040
