Medline is a powerhouse brand, and is the largest privately held manufacturer and distributor of medical supplies in the country. They recently launched a new e-commerce site for Scrubs123, but needed to raise awareness of the brand. Engaging, enhancing and growing their customer base was a major pillar of their overall digital strategy for Scrubs123. We needed to create engaging content that recognized nurses and their impact/contributions, and reinforces the points of difference over competitors and the advantages of wearing/buying Scrubs123.
We launched ad campaigns on Facebook and Instagram that highlighted healthcare heroes. We wanted a mix of product-driven, but also lifestyle focused content and messaging. We had to focus on quality; all posts should be at the intersection of cost and quality. Lastly, and most importantly – we had to focus on brand loyalty.
Getting inside the minds of what nurses and medical professionals want (and don’t want) was critical. We developed and implemented surveys so we could fully understand what’s important to them and the work they do. Much of the feedback was new, and a lot of it validated our understanding. We got to understand the gaps in the market, so we could best address them during our digital marketing campaigns. The result: our campaigns had an average CPC of 37 cents while the typical average CPC of these advertising channels was $1.72.
Cost Per Click
Industry Average Facebook CPC
As part of our Discovery process, we garnered insights into what Medline’s team wanted and needed to know about their targeted audience and the competition. We conducted digital analysis, examining both client named plus unnamed competitors. What we uncovered began to build insight into who were truly their competitors in the B2C scrubs space. With that information and targeting goals in mind, we developed an online survey instrument in SurveyMonkey to capture the buying patterns and thought processes of nurses. With the raw data, we were able to do segmented statistical analysis for buying patterns, purchasing reasoning and regional differences in Midwest compared to national using.