case study: Oval Medical Technologies
Targeting key decision makers in pharma
Sectors: Life sciences, Healthcare, Technology
The client
Oval is a medical technologies manufacturer in the Cambridge bioscience cluster, dedicated to delivering the best patient-centric single-use autoinjector platforms.
Campaign: LinkedIn video campaign
The services
Strategic support
Paid social media campaign
Video
The challenge
The numbers
3-phase campaign
1 platform: LinkedIn
45k people reached in target pharma companies in Europe and the US
1 in 6 people who saw and ad watched the video in full
1 whitepaper for lead generation
15 videos produced
Valuable leads with multibillion dollar pharma companies
The goal of this highly targeted campaign was to reach key decision-makers in global pharmaceutical organisations who would purchase Oval products at scale.
The approach
LinkedIn is an excellent platform for targeting like this. While the advertising can be more expensive than, say, Facebook, it is ideal for B2B campaigns like this and because you can clearly see job title and sector, you get a tighter return on investment.
We took the bold decision to couple the campaign with video content - something which would really stand out from the competition, which so often takes a more safe option.
Starting with a target list of 150 companies in the UK and US, we took a three-phase approach, warming up the audience at first and showing them different content at different stages of the customer journey.
They became more and more segmented at each stage of the journey until we narrowed the audience down to people who would have a genuine interest in the product.
Phase one: Impact and awareness
Free download to drive traffic to landing pages
Eye-catching video content to get people interested
Data gathering
Phase two: Educate and inspire
Audience narrows
Remarketing based on video content watched in phase one
Longer form video content focusing on expert interviews and footage of technical equipment
Phase three: Convince and convert
Audience narrows further
Video ads with call to action to contact Oval
LinkedIn lead forms and separate lead landing page
The results
The campaign generated highly valuable leads with global players in the pharmaceutical sector.
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A project that pushed the boundaries
What I loved about working on this campaign was our phased approach, in which we used the best digital marketing techniques to maintain a laser-sharp focus on reaching the target audience.
Digital Strategist Clark Chapman