Bench Customer Success Story

Medtronic Proves New Customer Acquisition Method Using Programmatic

Marketing goals

Medtronic, a global medical device manufacturer, wanted to trial selling medical equipment to type 1 diabetes sufferers using a direct-to-consumer approach. They also wanted to see if this could be a viable acquisition method that could supplement their B2B sales efforts.

Awareness

Engagement

Direct Response

154%

Goal Achievement

143%

Lead Volume Increase

You guys are doing a great job. Continue to optimise the campaign, and provide your recommendations to increase leads and drop CPL. You are light years ahead...

Stuart Mitchell

Senior Digital Lead

Proving Value of Direct-to-Consumer Approach for Global Medical Device Manufacturer With Programmatic

The Medtronic Australia marketing team aimed to show to their international colleagues that selling directly to consumers was a cost-effective way to supplement their existing B2B-focused sales approach.

The team at Medtronic decided to run a ‘proof of concept’ campaign to see if programmatic would help them achieve this goal. So, they reached out to Bench.


Marketing challenge

Using digital channels, the marketing team at Medtronic needed to reach people looking for insulin pumps for Type 1 diabetes patients in Australia and New Zealand. They also needed to use the generated interest to provide qualified leads for their sales team.

CAMPAIGN GOALS

Awareness

Engagement

Direct Response


Programmatic solution

The programmatic strategy was based on a true multi-channel approach. This involved targeting consumers at different stages of the purchase funnel with Facebook ads and native advertising. Retargeting these consumers then helped to ensure that no leads were being lost.

A key contributor to the success of this campaign was the activation of first party data that Medtronic had accumulated. This data was then used in a variety of ways throughout the campaign by feeding it into Bench’s audience analysis engine.

The Bench platform allowed Medtronic to view their cross-channel campaign analytics in real-time from one unified dashboard. This gave full visibility into which channels were working. Once the campaign was set in motion, Bench’s algorithms kept optimizing the media spend in order to drive down cost-per-lead (CPL).


Results

The number of leads generated during the campaign was 78% greater than in their best quarter and resulted in the lowest CPL up until that point.

Using the Bench all-in-one programmatic platform, Medtronic achieved the following results:

154%

Goal Achievement

143%

Lead Volume Increase


Bench Platform Features Used

Self-optimizing programmatic advertising

Media buying tailored to your brand

Smart real-time bidding

Even smarter audience persona retargeting

Real-time analytics & transparent reporting


Programmatic Channels Chosen

Social

Display

Video

Native

logo Company

Medtronic Australia

Headquarters

Dublin, Ireland

Company Description

Medtronic operates in more than 140 countries, employs over 85,000 people and has more than 53,000 patents.

Website

www.medtronic-diabetes.com.au

Marketing team size

1-5

About Bench

Bench is the leading integrated performance marketing platform used globally by top brands and agencies:

2011

Year founded

212

Happy clients

5.8M

Monthly goal
conversions

$550M

Sales made
with Bench

1.2B

Monthly
impressions

1.3M

Data points
analysed

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