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12 months
Engagement length
$750K+
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◇ Case study · Medical devices
Medical IoT
Echonous.
EchoNous makes handheld ultrasound and point-of-care imaging devices. The team wanted physicians and cardiologists to understand the product without going through conferences and distributors to do it.
We identified the physicians from public databases and went at them directly on LinkedIn and email, with messaging built for a clinician rather than a procurement department.
◇ Snapshot
- The brief
- Educate physicians and cardiologists directly, outside the conference and distributor route.
- Who they needed to reach
- Cardiologists and physicians in the United States.
- Market
- United States.
- Channels
- LinkedIn and cold email.
- Timeline
- Six months, 2021.
100
Cardiologists engaged
70
Introductory meetings booked
70%
Engaged to meeting Outcome
Before
- Awareness dependent on conferences and distributors
- No direct line to the clinicians who would use the device
- Messaging that had to be written for a medical audience
- A buying route that runs through the clinic or hospital
After
- Cardiologists identified directly from public databases
- Direct outreach on LinkedIn and email, at scale
- Messaging written for the clinician, not the procurement form
- Introductory meetings as the route to a clinic or hospital order
◇ Challenge
The challenge
Echonous wanted to educate physicians and cardiologists about their product. They did not want to go down the traditional route of marketing via conferences and distributors. They also wanted a vendor that understood what they were doing and create the necessary messaging.
◇ Approach
Go straight to the clinician.
- 01
How we ran it
We were able to identify cardiologists in the United States through public databases. The idea was to do brute-force outreach on Linkedin and email these cardiologists. The goal was to get an introductory meeting so the physicians could place an order via their clinic or hospital.
◇ Results
Awareness without the conference circuit.
Cardiologists in the United States are listed publicly, which made direct outreach possible at a scale conferences cannot match.
The goal was never a signature in the inbox. It was an introductory meeting, from which the physician could place an order through their own clinic or hospital.
Is your category still sold through conferences and distributors?
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“The GR team was very flexible to answer questions and support as I needed. Their team became an extension of my team, was very attentive and always provided suggestions to improve the setup. The initial challenge for me was getting used to this new process and understanding what to expect. Their process is scalable and I've grown my setup significantly since starting.”
Mira Wattar · VPMarketing
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