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Hologic
Ready and Resilient
Develop a comprehensive communications strategy to support the ‘Ready and Resilient’ messaging during Hologic’s Respiratory Season, utilising personas to target users through relevant digital platforms.
As a leading provider of respiratory MedTech, Hologic offers Healthcare Professionals (HCP’s) a wealth of solutions to identify the most effective possible treatment.
Underpinning the most recent campaign, key demographics and audience personas were identified as crucial for the success of the campaign. These included CXO, Lab Managers, Procurement, Molecular Biologists, Virologists, and Infection Control Professionals.
Following previous campaigns and the continued success of their Panther Fusion® System, Hologic collaborated with TMC to highlight the unique value proposition of the technology and how it ensures that users can confidently meet the seasonal respiratory demands.
Deliverables
1 Campaign landing page
14 PPC ads
12 Bespoke eBlasts
Our Solution
While some aspects of imagery and branding were leveraged from the previous year, the campaign took a new direction to showcase areas of technological development. A premium colour palette of rich blues, interspersed with 3D-visualised viruses were chosen as hero assets for the campaign. These elements could then be seamlessly positioned within and around text and product mock-ups. From here, the initial branding on a bespoke landing page was developed, acting as a funnel for lead generation.
To ignite initial interest from target audiences, eBlasts were sent through the European Hospital digital newspaper, promoting a recent webinar provided by a healthcare professional discussing the use of Hologic products during the season. Users were then navigated to the campaign landing page, where their behaviour on the page could be assessed to judge the strategies’ engagement. In correspondence with the eBlasts, a suite of digital banners were published
Global engagement
In addition to serving core messages to the target demographic through European Hospital, Hologic distributed ABM Touchpoint Emailers to their customer lists. These emails were tailored to specific demographics and included key information taken from webinars to generate interest and encourage engagement before and after the events. Similar “invitational” style emails were sent globally to customers in each country, bringing an international audience into the respiratory discourse.
LinkedIn was also utilised as a platform for engagement, with sponsored content released regularly, optimising with learnings from previous posts to strengthen performance. This allowed for a direct reach towards audiences who were likely to be interested in the promoted webinars.
Through the use of detailed insights tools and custom conversion events, subsequent content could be adapted to better reach and attract the attention of relevant individuals.
By employing an omnichannel approach for a time-sensitive campaign, high audience engagement can be captured within a short duration. TMC offers a targeted opportunity for businesses to promote isolated products and services and reach their maximum potential during campaign periods.
What next?
Looking to create actionable engagement during key seasons and events?
If you are interested in an obligation-free conversation about how we can create comprehensive omnichannel strategies, please contact us on: +44 (0)1260 295700 or email hello@wearetmc.com.
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