We focused on key audience and competitor insights from research to define an integrated product launch campaign that matched the innovation of the AdaptDx Pro. Event and trade marketing, direct and digital channels were used to deliver targeted messaging to specific audiences. The campaign generated awareness with prospects, drove interest with existing AdaptDx owners and supported the sales team with valuable tools that helped to convert leads.
For AdaptDx Pro, we focused on putting the product in the hands of decision-makers in person or virtually.
We armed MacuLogix’s sales team with a strong, lead-generating website, video assets displaying every one of the 172 custom parts, a visually-arresting trade show booth design and compelling sales collateral.
The campaign goal centered on units sold in the first quarter of the product launch. MacuLogix surpassed it. Campaign engagement and conversion KPIs exceeded targeted benchmarks, with video content showing up to 42% completion rates and time onsite totaling 7+ minutes after viewing ads.
B2B Product Launch
Trade Show Support
Video & Content
Digital & Social