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Medtech content marketing fills sales funnel of medtech research organization

By December 21, 2015June 24th, 2016No Comments

 tif and andrew at healthconradio

“More prospective sponsors are calling more quickly and more consistently than ever before.” T3 Labs Executive Director Andrew Stevenson

“I love Write2Market’s ability to extract the right and relevant information from our sponsors that made our stories resonate with our industry colleagues.” Program Director Deepal Panchal

“We have gained leaps and bounds on exposure with Write2Market. Something we were previously unable to accomplish.” Training Program Manager Kelley Bennett

The challenge: fill the top of the sales funnel with medtech content marketing program

T3 Labs is a state-of-the-art preclinical research facility located in the heart of Atlanta. With operating rooms on par with the finest hospitals in the United States, a staff of 40 preclinical research professionals, 9 surgical experts with more than have 100 years of surgical experience and close relationships with independent surgical consultants, T3 maximizes its sponsors’ significant investments in preclinical research. T3 is one of just a handful of organizations capable of producing data that enable medical product innovators to achieve regulatory approvals required to take new drugs and devices from the bench to first-in-human status.

But T3 Labs was losing business to competitors it felt like it shouldn’t be losing.

T3 charged Write2Market with developing and executing a content marketing strategy and program that would leverage its experience, resources and existing sales and marketing activities to prove its value and fill the top of the sales funnel. Here’s how we’ve done it.

The solution – a multi pronged approach to medtech content marketing:

  • Establishing an effective, optimized web presence swiftly and economically

In September 2015, the T3 Labs web presence was essentially on page of static content with zero optimization. Write2Market executed an accelerated web presence development program that improved the look, flow, initial minimum viable content and calls to action as our first order of business. Visits, keywords, time on-site and other key metrics demonstrated meaningful, measurable improvements in less than a month.

  • Engaging content

Communicating value proposition and experience through data-driven success stories and high-value solutions are where T3 content program starts. A great content calendar, a regular rhythm of stories including industry events where T3 will be, what they learned and client success stories are the foundations for content marketing success.

The synchronicity and “last mile connectivity” of an effective content marketing program to complement your conference participation is powerful.

  • Optimized for SEO and lead generation

Through smart use of search engine tools and analytics, we KNOW what people look for when searching for a particular service. Optimizing content and web pages for keywords that have meaningful volume, laser-focused relevance for potential medtech innovators and cost-per-click rates that maximize SEO program value remain the cornerstone of value derivation from this arm of the content marketing program.

  • Social – the right audience IS there for medtech content marketing programs

The right audience is waiting for you and hungry for content: your LinkedIn contacts and laser-focused groups. We know LinkedIn is the social network where B2B marketing has serious traction. The medtech innovators needing to develop and prove their device’s capabilities and gain regulatory approval have tight knit communities on LinkedIn and use them to gain new knowledge and stay connected.

Results from a killer medtech content marketing program and improved digital presence in less than five months

In early November, T3 Labs Executive Director Andrew Stevenson said , “We are at full capacity through February and are going to struggle to take on new business between now and then. Why do you think that is?” Answer: It’s all of it. It’s all of those endeavors working together and content marketing plus social has been the last piece of the puzzle needed to put your lead generation into overdrive.

T3 Labs overhauled and optimized web presence has yielded:

  • Visitors from search in August 2015 spent 33 seconds on-site. As of December 2015 that person spends 2:52.

Form fills / leads generated / conversions

  • After creating the ability to measure conversion,
  • Our T3 content marketing program created 8 lead generating form fills

Social engagement

Prior to the launch of the T3 content marketing program, website traffic from social networks was non-existent. In the past four months, the program has yielded more than 8,000 impressions and more than 400 website visits from LinkedIn and Twitter.

While the results speak for themselves, we can’t help but share a few accolades from the T3 Labs experts.

“I love Write2Market’s ability to extract the right and relevant information from our sponsors that made our stories resonate with our industry colleagues.” Program Director Deepal Panchal

“We have gained leaps and bounds on exposure with Write2Market. Something we were previously unable to accomplish.” Training Program Manager Kelley Bennett

“More prospective sponsors are calling more quickly and more consistently than ever before. Our sales funnel is filling quickly thanks in no small part to Write2Market’s intelligent, efficient content marketing and SEO program.” Executive Director Andrew Stevenson

Put high value medtech content marketing to work for you.

If you are an innovative medical device innovator, or if you provide critical support for them as T3 Labs does, and want to put content marketing to work to for you, contact Write2Market’s Healthcare Practice Lead Paul Snyder: paul@write2market.com