Medtronic Proves New Customer Acquisition Method Using Programmatic
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 Achievement143%
Lead Volume IncreaseYou 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
Company
Medtronic Australia
HeadquartersDublin, Ireland
Company DescriptionMedtronic operates in more than 140 countries, employs over 85,000 people and has more than 53,000 patents.
Website Marketing team size1-5