Using an account-based marketing approach

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.

Contact us

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?

A multi-channel campaign employs various platforms like a website, social media, PPC, and paid ads to maximise reach. It ensures comprehensive exposure, raising awareness among key stakeholders about the medical device brand and its offerings.

Why is thought leadership important in the medical devices sector?

Thought leadership establishes credibility and expertise. In medical devices, it's crucial for gaining trust. Positioning a brand as a thought leader helps influence stakeholders positively, making them more receptive to engaging with the brand.

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

By developing insightful content, addressing industry challenges, and showcasing expertise, a brand can position itself as a thought leader. Sharing knowledge through whitepapers, case studies, and strategic campaigns establishes authority within the medical devices sector.

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

Challenges include appealing to diverse stakeholders, addressing nuanced topics, and keeping content relevant. Balancing messaging for different stakeholders while maintaining a cohesive narrative presents complexities in the account-based marketing approach for medical devices.

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

AGENCY employs persona research and customer journey mapping to tailor key messaging for each stakeholder. This ensures that the campaign resonates with the individual drivers and challenges of various stakeholders, maximising engagement and relevance.

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

Wide-reaching campaigns require nuanced messaging to address unique challenges of diverse stakeholders. AGENCY uses persona research to understand each stakeholder's perspective, ensuring that the campaign remains relevant and resonates with the specific needs of different stakeholders.

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

AGENCY utilises a messaging hierarchy, adapting the narrative order based on the targeted stakeholder. By aligning the content with the interests of each stakeholder group, AGENCY ensures that the campaign remains highly relevant, capturing the attention of the intended audience.

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

A master campaign narrative provides a cohesive and targeted message. It ensures consistency across internal and external communications, effectively addressing the problems and needs of the identified "Master Stakeholder," who holds significant influence in the decision-making process.

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

After identifying key foundation themes, AGENCY tailors the narrative order to suit each stakeholder group. By prioritising issues relevant to specific stakeholders, such as patient safety for clinical stakeholders or finance for Finance & HR stakeholders, the messaging resonates with the intended audience.

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

A messaging hierarchy allows flexibility in content structure, adjusting the narrative order based on the targeted stakeholder. This strategic approach ensures that each message resonates with the right audience, contributing to a successful campaign by capturing the interest of diverse stakeholders.

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

AGENCY develops a visual campaign flow, illustrating content placement and call-to-action paths for key stakeholders. This alignment aids internal collaboration by providing a clear understanding of how the narrative will guide stakeholders, allowing both sales and marketing teams to work cohesively towards common objectives.

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

A campaign bible details every piece of campaign collateral, specifying development responsibilities, functional specs, and deadlines. It serves as a comprehensive guide, ensuring seamless coordination among departments, suppliers, and external contributors, critical for the successful execution of a multi-channel medical marketing campaign.

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

Through effective coordination, the agency collaborates with various stakeholders to create a cohesive multi-channel campaign. Clear communication, a campaign bible, and visual campaign flow ensure that everyone involved understands their role, functional specifications, and deadlines, fostering successful collaboration in delivering the campaign.

Why is internal alignment crucial in a medical marketing campaign?

Internal alignment ensures everyone involved comprehends the campaign's rationale, key stakeholders, and chosen narrative. It fosters internal buy-in and aids stakeholders in understanding the strategic decisions behind the campaign. This alignment is essential for consistent and targeted messaging across various channels.

How does storytelling contribute to aligning stakeholder messaging?

Storytelling provides a narrative structure that helps align stakeholder messaging. It enables stakeholders to understand why the chosen topic is vital, identifies key stakeholders, and clarifies the selection of a master target stakeholder. Storytelling unifies messaging across channels, fostering alignment in a multi-channel medical marketing campaign.

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

The master target stakeholder holds influence over the decision-making process. AGENCY crafts a narrative directly addressing this influential stakeholder's character, problems, and how the brand's services support them. This focused approach ensures that all campaign communications align with the same message, enhancing the campaign's effectiveness.

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

A multi-channel campaign maximises exposure across diverse platforms, reaching a broader audience. This comprehensive approach establishes the brand's authority in the healthcare space by consistently delivering valuable content. Building awareness through various channels positions the brand as an authoritative figure in the medical devices sector.

What results can be expected from a successful medical marketing campaig

A successful medical marketing campaign yields increased brand awareness, stakeholder trust, and engagement. It positions the brand as a thought leader, contributing to authority in the healthcare sector. Ultimately, the campaign sets the stage for successful tenders and demonstrates the brand's ability to support the specific needs of key stakeholders.

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

The campaign demonstrates authority by delivering targeted messaging, aligning stakeholders, and showcasing expertise. Consistent and highly targeted messaging across various channels positions the brand as a knowledgeable and reliable entity in the healthcare sector, reinforcing its authority and competence in providing medical device services.

Contact us