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  • Writer's pictureMatthew East

Using an account-based marketing approach

Updated: Apr 9


The client

A leading medical device company in the UK and Ireland.


The challenge

The client needed support with account-based marketing to deliver leads.

They needed to develop and launch a multi-channel campaign to drive awareness of their medical devices within 12 key accounts ahead of them coming to tender across the next 1.5 years.

Having already chosen the campaign topic, they needed help to create an insight and a set of supporting materials which positioned their brand as a thought leader in medical devices.

With the aim of beginning conversations with key target stakeholders to build trust in the brand’s ability to deliver products which met their challenges, so that once their accounts came to tender, the brand’s sales teams would have an ‘in’.

Failure to create engaging conversation material to support a narrative would have created issues motivating change. Without good reasons for change, key stakeholders might opt to maintain the status quo or begin conversations with a rival provider.


Agency’s approach

Three main challenges were evident from the start of the campaign, so preemptively, we designed a campaign to overcome them so from the onset, we needed to design the campaign to overcome them.


Campaign challenge one

The campaign had to appeal to many key stakeholders.

Research showed the relation of five key stakeholders had influential power in the decision-making web over which provider an account may ultimately partner with.

Therefore, we devised key messaging for each stakeholder to ensure the relevance of the topic to their individual drivers and challenges using persona research and customer journey mapping.


Campaign challenge two

The chosen topic was wide-reaching, meaning different things to different stakeholders.

It was highly nuanced, and each stakeholder had unique primary problems they needed to address – problems that didn’t always align with other stakeholders.


Campaign challenge three

Keeping the topic relevant to each individual stakeholder.

The breadth of the topic led to challenges in balancing messaging resonance with individual stakeholder challenges whilst maintaining the overall key message.

By nature, it was an emotional subject with specific patient and staff case studies that resonated with particular stakeholders, so we included them within the narrative to help build trust that the brand understood their individual needs.


Our plan

Campaign solution one

We discovered vital problem themes across all stakeholder groups.

After conducting research into the fundamental problems each stakeholder experienced, we realised they all had similar foundations that each stakeholder ultimately had to solve:

  • Patient safety & experience

  • Staff wellbeing

  • Compliance with standards

  • Finance

These became our four foundation campaign themes.


Campaign solution two

We created a master campaign narrative that spoke to the key stakeholder.

While our campaign had to appeal to all five stakeholders, we needed a way to ensure our messaging remained highly targeted while being engaging.

After further research, we realised of all stakeholders, one had the most influence over which medical device partner the account may choose to partner with.

We nominated a “Master stakeholder”, to whom we could write directly.

To write directly to them, we created a narrative template for the entire campaign that took into account:

  • The character (our key stakeholder)

  • Their problems

  • How the brand’s services support them in the day-to-day management of their problems

This was then used to ensure all further internal and external communications within this campaign were all aligned to the same message.


Campaign solution three

We used a messaging hierarchy to tailor the narrative depending on who we were speaking to.

Once we’d developed the four foundation themes and master narrative, we could quickly flip the order of the narrative depending on which key stakeholder a piece of content targeted.

For example, when speaking to clinical stakeholders, we led with issues surrounding patient safety & experience. When speaking to the Finance & HR stakeholders, we led with topics around finance.

This ensured each message at each stage of the campaign caught the interest of the right stakeholder and drove them towards the realisation that brand could support them with their problems.


We helped align the client’s sales & marketing teams

Upon agreeing on the narrative, we created a visual campaign flow that showed where every piece of content in the campaign sat and where each call to action led each stakeholder to.

From there, the client could see how our story would drive the key stakeholders to learn more about their services.


We collaborated to create the campaign

We created a campaign bible with every piece of campaign collateral, listing who was to develop it, the functional specs and deadlines.

Working with multiple departments, suppliers and external customers, we coordinated the production of a multi-channel campaign working successfully towards the deadlines set by the client.


We helped the client to align stakeholder messaging

We helped the client achieve consistent and highly targeted messaging across a campaign delivered to a wide range of audiences in targeted accounts in advance of tenders through the mediums of their website, social media, PPC and paid ads.

It was the first time the client used narrative to inform a campaign, particularly from an internal alignment perspective.

This internal alignment permitted internal buy-in to the campaign and got the client’s stakeholders to understand and buy into:

  • Why we chose the topic

  • Who our five key target stakeholders were

  • Why we chose our master target stakeholder

Ultimately using storytelling enabled us to align stakeholder messaging across the client’s multi-channel campaign.

A campaign that continues to demonstrate the client’s brand’s authority in the healthcare space, to build awareness with crucial stakeholders in how their medical device services can support each account.





FAQs

What is account-based marketing in the context of medical devices?

Account-based marketing for medical devices involves a targeted strategy, focusing on specific key accounts. It tailors campaigns to address individual stakeholder needs, aiming to build trust and awareness before crucial tenders.

How does a multi-channel campaign drive awareness for medical device companies?

Why is thought leadership important in the medical devices sector?

How can a brand position itself as a thought leader in medical devices?

What challenges do medical device companies face in account-based marketing?

How does AGENCY address the challenge of appealing to key stakeholders in a medical marketing campaign?

What are the nuances in addressing different stakeholders in a wide-reaching campaign?

How does AGENCY maintain topic relevance for individual stakeholders in a medical marketing campaign?

What is the significance of a master campaign narrative in medical device marketing?

How does AGENCY tailor messaging for different stakeholders in a medical marketing campaign?

What is a messaging hierarchy, and how does it contribute to a successful campaign?

How does AGENCY align sales and marketing teams in medical device marketing?

What is a campaign bible, and why is it important in medical marketing?

How does AGENCY collaborate with multiple departments, suppliers, and external customers in a medical marketing campaign?

Why is internal alignment crucial in a medical marketing campaign?

How does storytelling contribute to aligning stakeholder messaging?

What is the role of a master target stakeholder in a medical marketing narrative?

How does a multi-channel campaign contribute to building brand authority in the healthcare space?

What results can be expected from a successful medical marketing campaig

How does the campaign demonstrate the brand's authority in the healthcare sector?



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