Fluent Campaign

An impactful campaign with creative concept, artwork, key messaging and deliverables to be used across both print and digital media. The multi-channel campaign had to clearly communicate the value to several target audiences at once.

Fluent Social Post - Omnichannel approach

Hologic is a global leader in women’s health with an extensive, market-leading portfolio of medical solutions. In 2021, Hologic collaborated with TMC to launch the Fluent® Fluid Management System to market, raising awareness within global hysteroscopy clinics of this advancement in liquid control. Looking to undertake a ‘Phase Two’ to accelerate awareness, a new omnichannel approach was developed to re-establish the Fluent® as the leader in a competitive and evolving market.

Leveraging initial campaign assets to encourage recall within the target audience, Fluent Phase Two featured the same powerful symbology of the two hands encapsulating liquid, using the universally-recognised Hologic palette of blue and white.

An omnichannel digital-marketing strategy had been proven to generate the most successful metrics during the launch phase. Clinicians and c-suite use multiple touchpoints to learn and consume information, actively seeking new technologies to streamline their workflows. This insight provided the foundation of how Phase Two of the campaign could generate equally successful results. A value-led approach to messaging, showcasing the commercial benefit of Fluent, including the unique point of difference – application within an outpatient setting and the subsequent effects this has on efficiency and patient experience.

Our Solution

Across a nine-month timeline, awareness and engagement strategies aligned with medical calendar dates, and learnings from engagement patterns in 2021. In addition to planned activity, a stream of reactive marketing was accounted for, ensuring trends, scientific releases or events were utilised.

LinkedIn’s highly-segmented paid targeting proved a success for Phase One, making it a must in Phase Two. C-Suite, Lab Managers, Directors, and Obstetricians as the core audiences, influenced each ad’s artwork, referencing benefits associated with their field. Consistency remained key throughout the artwork, using identifiable blue and liquid themes to unite all messaging as Hologic.

Lead generation forms, sponsored messaging, static and animated posts, were used to split test which format the audiences would best react to. Engaging webinars and testimonials were subsequently developed to nurture the users through the next steps of the consumer funnel. This ensured they had regular touchpoints with the brand.

Animated banner for fluent Omnichannel approach

An omnichannel approach

In addition to targeted LinkedIn paid campaigns, the approach was supplemented with digital banners, newsletters, and articles within prominent journals. Using the core messaging ‘application within an outpatient setting’, users funnelled to the dedicated landing page, generating insightful data.

Building adaptability and a level of reactivity into the project scope, enabled TMC to quickly mobilise when GDPR changes to LinkedIn made sponsored messaging a non-option within the EU. Having already built a scope of alternative ads with intricate targeting, efforts were refocused without impacting the success of the campaign.

TMC’s collaborations with long-term campaigns are underpinned by the influence of audience data, finding success directly from the consumer.

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Insight

Benefits of Using an Integrated Marketing Agency

Integrated Marketing Agencies save time and money. As you work with one single supplier that offers integrated communications services, the process is streamlined.

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