CASE STUDY: HOW TO INCREASE BRAND AWARENESS AND SALES
Mölnlycke ANZ
- Starring: Krista and Joanne
- Website: www.molnlycke.com.au
- Area: Global medical device company
- Goal: Enhance their digital presence in Australia to sell more operating room solutions and surgical gloves
- Challenge: TGA regulations and presence of other, more well-known suppliers
Mölnlycke is a world-leading medical solutions company with operations in 40 countries and clients in over 100.
As part of the Mölnlycke team based in Australia, Krista (Business Manager ANZ Gloves) and Joanne (Marketing Manager ANZ) were aware that:
- Bowel cancer screening
- Management of bowel disorders
- Gastroscopy
In Australia, sales of operating room supplies and surgical gloves must comply with the Therapeutic Goods Administration’s (TGA) Advertising Guidelines. Complying with TGA requirements while also achieving the online marketing goals of information sharing and customer engagement can be a tricky balance.
RESULTS DRIVEN MARKETING
The goal and the challenge
Mölnlycke wanted to increase sales of their operating room supplies and surgical gloves but needed to find a way to stand out in the Australian and New Zealand markets.
Krista and Joanne were seeking to:
- Increase overall brand awareness
- Improve awareness across their product ranges among new and existing customers
- Tell their story in a unique way.
Joanne and Krista required guidance on how to achieve their goals while complying with TGA regulations. They had limited in-house marketing support and didn’t have time to become experts in the field of digital marketing and regulatory compliance.
They were also required to operate within strict organisational guidelines regarding third parties (like us!) setting up online channels on Mölnlycke’s behalf or providing access to the company’s existing channels, including their website, LinkedIn, Facebook and Google Analytics accounts.
Advertising the entire range of Molynlycke’s products and solutions would showcase the company’s capabilities but might be too general to achieve specific sales goals for their operating room solutions and glove portfolios.
However, focusing solely on the operating room solutions and gloves portfolios could make the company seem like a small-time player. Mölnlycke needed to stand out as a global organisation offering an extensive product range consisting of pre-operative, operative, post-operative and quality improvement solutions.
RESULTS DRIVEN MARKETING
Enter Splice Marketing
Faced with this dilemma, Krista and Jo approached Splice Marketing. After running a couple of workshops, we developed a package with two key components.
Leveraging digital channels (alongside offline marketing and sales activities) to:
- Enhance current marketing
- Achieve greater brand recognition in ANZ
- Create new opportunities among customer groups
We create a unique repository of branded content to:
- Tell Mölnlycke’s story
- Improve awareness across their product ranges among new and existing customers
- Increase overall brand awareness.
This bank of content was provided in a format that made it easy for Mölnlycke’s team to copy, paste and upload content to their website and social media channels. This allowed Mölnlycke to maintain full control over their digital channels without the need to provide channel access to Splice Marketing.
RESULTS DRIVEN MARKETING
Results
Within just 6-months, Splice Marketing delivered the following assets:
- 59-page digital marketing strategy
- 6-month content calendar
- 42 social media posts (copy and graphics)
- Video content
- 3x public relations articles
- 1x product guide
- 1x infographic
- 4x email copy
This content went through a rigorous approval process. Mölnlycke can now disseminate this content once their social media channels are set up and ready to publish content.
