How To Drive More Qualified Leads
A medical device manufacturer first partnered with Kuno to help generate more qualified leads through an inbound marketing program for its line of cardiothoracic surgery products. Their marketing efforts consisted of campaigns and materials produced by the in-house team. However, they found that they wanted to reach a larger audience with targeted content and campaigns.
The Strategy
Services Utilized: Content Marketing and Demand Generation
A sweeping set of initiatives — the Advancing American Kidney Care initiative — aimed at reducing kidney failure, increasing the number of kidney donations, and making more treatment options available to dialysis patients.
While the initiative seems like a good step forward on its surface, it is set to have many consequences for patients, dialysis providers, and kidney care professionals.
To raise awareness of the initiative as well as the brand, Kuno along with client-provided subject matter experts, created a two-part campaign consisting of a downloadable eBook, an interactive webpage, and short promotional video ads.
In the first piece, How the Advancing American Kidney Care Executive Order Could Affect Dialysis Clinics, Patients and Kidney Care Professionals, the Kuno team took a deep dive into the initiative and the state of kidney care in the United States. The goal of this piece was to raise awareness of the potential impacts of the Advancing American Kidney Care initiative; raise awareness of the state of kidney care in the United States; raise brand awareness
As a companion to the eBook, the team also created an interactive webpage that compared kidney care in the United States versus the rest of the world. At the bottom of the interactive page, we placed a CTA to download the eBook.
To promote each piece, we created a series of ads to run on Facebook, which ran for 90 days. We targeted nephrologists and dialysis nurses by job title and interest.
Results: Over $25K In Influenced Revenue
Industry Expertise
This campaign helped the client cement their reputation as an industry thought leaders. They received positive feedback from kidney care professionals around the country that the content was informative and helped them better understand the initiative and how to prepare.
Influenced Contacts
Overall, the entire campaign influenced over 3,000 contacts and generated nearly 200 new contacts (this number is independent of the Facebook ad statistics).
