Omni-channel strategy for U.S. launch
MammoScreenⓇ, an AI imaging tool developed in France by Therapixel, had a solid physician following overseas with plans to expand to the U.S. However, the onset of COVID-19 prohibited the ability to support an in-person tradeshow product launch. The challenge? To introduce the product in the U.S. while assuring clinicians that AI was not here to take over their jobs, but rather, to aid them in growing their practice and patients’ trust.
How we helped
- Digital content audit
- Keyword strategy
- Content development for blog posts, social media
- Visual content templates
- Website lead generation
- Metrics assessment
Our team worked with Therapixel to develop a comprehensive omni-channel content marketing strategy concentrated on digital tools to create awareness, trust and education.
Using an omni-channel approach, we delivered positive gains across our client’s website, blog, demo requests and social media channels. We developed a content marketing plan that included updates to the MammoScreen website, a video to showcase the product, weekly educational blog posts, a biweekly enewsletter, and expanded focus on social media in the U.S. Our goals:
- To build brand awareness and engagement by using organic digital media strategies on Twitter, Facebook, LinkedIn and Instagram.
- To develop trust and thought leadership by way of new blog articles, categories and content to inform and assist physicians in private radiology practices.
- To provide a ‘see it, use it’ experience even without the ability to attend in-person events with how-to video development, free webinars and demos.
- To increase website traffic and usage as the home ‘hub’ for U.S. physicians, providing ongoing resources and content to meet them where they were in the tech adoption process.
Our content marketing efforts generated results from the start. We saw positive increases in social media engagement, website traffic, pageviews and demo requests.
Let’s work together.
Like what you see? We would love to make your next marketing campaign just as successful. Connect with us and let’s chat about how we can work together.