Story One

From Trade Shows to Content Marketing:

A MedTech


The Company

Medical Device Manufacturer

Old approach

Relying on Trade Shows for Leads

Their audience

Surgeons, Physicians, Hospital Administrators

new approach

Content Marketing

So how did a medical device company best a competitor with a similar product and bigger marketing budget?


The Backstory

Our client, Monica, was the marketing director at a $50 million medical device manufacturing company based in upstate New York.
Their Competitive Advantages
  • Their flagship product was the first of its kind on the market.
  • They published some of the first clinical articles on monitoring blood flow during surgery—the measurement their product was designed to collect.
  • They had a reputation as a thought leader among a small circle of physicians.
Their Big Challenges
  • Their audience (surgeons and physicians) was notoriously hard to reach.
  • They were a relatively small organization with a limited marketing budget.
  • When their patent expired, a competitor launched a nearly identical product and utilized their much bigger marketing budget to promote it.

The Old Way

In the past, Monica and her team had relied heavily on trade shows to get in front of surgeons and physicians. Her trade-show budget had ballooned but still was just a fraction of what their competition was spending.

An avid reader of marketing blogs (especially MarketingProfs), Monica wondered whether content marketing would work for her company. She had received positive feedback on her authoritative handbooks and original protocols and knew surgeons appreciated it, but she wasn’t sure how to start using the content for marketing purposes. Not only that, Monica was already stretched thin and revamping the organization’s marketing strategy without help simply wasn’t feasible.


The New Way

Monica decided to take the leap and dive into content marketing.

Her first step was to partner with an inbound marketing agency (us!) that specialized in B2B healthcare content. Working together with Monica’s in-house marketing team, we interviewed employees and customers to identify three target buyer personas. From there, the team developed a blog strategy and editorial calendar.

The content marketing program included:

  • New educational content downloads
  • Email marketing and drip campaigns
  • Advertising on LinkedIn and Facebook
  • Partnering with third-party organizations to send sponsored emails

Within six months:



...from content pieces delivered between the end of Q1 through Q4.


...brought in through Facebook advertising, a channel not being utilized before.


Sales calls were more successful since surgeons were now getting regular emails from the company.

To Sum Up...

Monica’s company had a marketing strategy that was unsustainable due to a competitor’s larger budget. Starting a new content marketing strategy helped her achieve impressive results within a realistic budget
and generated trust and goodwill with her future customers.