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Event Marketing Earns $3+ Million in Potential Revenue for Medical Device Company

Who They Are

BandGrip is a Chicago-based team of medical professionals and entrepreneurs that are establishing themselves as a leading name in wound closure solutions.

Their team spent years researching and developing what became micro-anchor skin closure technology, which is non-invasive, easy to handle, simple to apply within 30 seconds, and cost-effective.

BandGrip-Logo

The Problem: Earning Demo Sign-ups

After finalizing their latest product, they were faced with a big obstacle – creating a new website and generating brand awareness as the new solution. Since they hadn’t established credibility in the industry yet, nobody knew who they were or what their product was. In turn, it was difficult to get people to try their product.

Additionally, without a site, they didn’t have a system or tools in place for measuring sales and marketing efforts. They came to Bluleadz to build a website and adopt a full inbound approach.

A major challenge they had in the buyer's journey was actually getting prospects to sign up for a trial so they could see the technology in action. 

"We had just launched BandGrip in the Chicago market, and few surgeons outside of the Windy City knew about our exciting technology," Fred Smith, the founder and CEO of BandGrip, said. "We wanted them to see the difference in person and hold our product in their hands to truly understand our revolutionary technology." 

The American Academy of Orthopaedic Surgeons (AAOS) annual meeting, which took place at the Venetian/Sands Expo on March 12th through the 16th in 2019, was their best shot at enticing their ideal buyers to handle the product. 

The estimated attendance of 14,000 domestic and international orthopedic surgeons and other healthcare professionals meant that BandGrip had plenty of great fit prospects to engage with. 

The problem – they were one of over 700 companies exhibiting their products and services. That's a lot of competition vying for the attention of attendees. 

The Solution: Pre-Show Tactics

Our team created a multi-faceted approach that included pre-show initiatives to promote the event of BandGrip's booth. 

Co-Marketing

The BandGrip team partnered with Mercy Ships, an international charity organization that provides humanitarian aid by using hospital ships to serve developing nations.

Lesly Marban, Chief Marketing Officer for BandGrip, embraced this opportunity. "We were honored to partner with Mercy Ships to drive awareness of their mission to provide life-changing surgeries for people in need," she said.  

Our content team worked on the messaging for this co-marketing campaign. For every user who pre-registered for a demo at the event, BandGrip donated $10 to the charity.

This promise was made clear on the reserve a demo landing page.

bandgrip-landing-page-compilation-1

Pre-Show Tactics

Integration With Modus

Our team set up sales enablement software Modus and integrated it with BandGrip’s HubSpot CRM.

The integration included building custom properties within the HubSpot CRM to match the properties that the Modus app was collecting. 

With over a dozen mapped custom properties, the Modus app was set up to capture and automatically populate contact information into BandGrip’s CRM. The booth representative simply scanned badges using the Modus app, and the lead was automatically added to the contact database. 

Additionally, the Modus app stored sales collateral and bottom-of-the-funnel content the rep could use in real time while engaging with booth visitors.

The content included:

  • An orthopedic technologies ebook
  • A product description sales sheet
  • A post-operative knee case study
  • An article featuring BandGrip as a top 10 orthopedic solution provider in 2019

The booth rep was also able to share these content assets with visitors via email. This way, visitors could review the content after the event. 

VIP Dinner Invitations

BandGrip compiled a list of decision makers at big name organizations (like CEOs of major hospitals) and influencers in the industry who were attending the event.

Our content team created the following assets to drive engagement. 

Email Campaign

Personalized emails were sent. Thanks to HubSpot’s personalization tokens, our team was able to tailor messaging to each individual for enhanced engagement. 

The content was concise yet informative, detailing the special VIP dinner event. Recipients would click on the RSVP CTA button or the link to the restaurant, which lead to the dinner invitation webpage. 

VIP Dinner Invitation

This webpage was simple and engaging. Our content team used a minimalistic design, directing the reader to focus on the pertinent information – the restaurant location, date, and time.

Plus, BandGrip branding stands out, with their tagline emphasized at the top of the webpage: “See a difference. Make a difference.”

Dedicated Landing Page

The landing page associated with this small, targeted campaign consisted of relevant messaging, including a clear value proposition and some supplemental information about BandGrip’s product, emphasizing how simple, cost-effective, and non-invasive it is.

While the campaign size was small, the messaging was tailored to a specific audience to create a unique, special experience for the recipient. They're VIPs, after all, and this campaign made them feel like it. 

bandgrip-dinner-invite-2-1

Social Media Posts, Press Release, and Expanded Messaging

The pre-show preparation was facilitated in a collaborative way with the trade show coordinator, who helped set up the booth. 

To generate more awareness about the event, our content team published a press release, which was distributed via Cision.

The product-specific messaging highlighted the benefits of using micro-anchor wound closure technology as opposed to sutures. It also promoted their booth number at the event. 

Our content team also created a blog post promoting the event. This post was promoted by our team via social media posts on LinkedIn and Facebook.

Readers of the press release and blog post were able to pre-register for the demo by clicking on a link and a call-to-action (CTA), which sent them to the AAOS expo demo landing page.

bandgrip-social-blog-compilation

The Solution: Post-Show Tactics

The event was just the beginning. After generating leads and adding contacts to their CRM, BandGrip needed a strategy to further engage their new leads. Bluleadz worked with them on a number of initiatives. 

Automated List Segmentation

Thanks to the integration between Modus and HubSpot, BandGrip’s list of newly acquired contacts were automatically segmented based on custom properties.

So new contacts were put into a list based on their lead source. In this case, the lead source was noted as AAOS 2019. 

Email Drip Campaign

Based on this list segmentation, contacts were enrolled into workflows. This email drip campaign included the following:

Thank You Email #1

This email was sent on the day of the event, a few hours after the lead visited BandGrip’s booth and was scanned into the Modus app. Real-time following up helped engaged new contacts immediately. 

The content was a simple thank you message and included links to the following landing pages:

It also included direct contact information for BandGrip’s sales specialist. 

Thank You Email #2

The second email in this workflow was sent two days later and included another thank you message and some additional information. Content assets our team included in the email were the following:

BandGrip Basics: Info Sheet – This two-page document includes all the information leads need to know, including the benefits of the product, how to apply and remove it, and when to use it. 

BandGrip Study: Whitepaper – This whitepaper details a performance evaluation study for use cases when the product was applied for closing surgical incisions after arthroscopic shoulder procedures.

BandGrip Video: How It Works – This instructional video shows how the product closes incisions and compares it to traditional stitches to show how much faster and less invasive BandGrip is.

The workflow was intended to further engage new leads to drive brand awareness and educate recipients on the value of BandGrip’s product.

"We could not have been more pleased with the results of this integrated communication plan. We blew our goals away and were excited to see the impact of the hard work by all team members involved with this campaign and event."

Lesly Marban, Chief Marketing Officer, BandGrip

The Results

The original goal in place for the AAOS annual meeting was to earn 30 new trials from all the leads generated. The results far exceeded this expectation.

BandGrip saw a total of 277 visitors at their booth, who were met in person and scanned as a lead into their CRM via the Modus app. Of those 277 visitors, 65 percent of them signed up for a trial of the product, which is a total of 180 new trials.

The big picture results included:

  • 30 percent increase in contacts generated from referral traffic from the press release, which got picked up by other industry outlets.
  • 21 percent increase in organic traffic quarter over quarter.
  • 300 percent increase in contacts quarter over quarter.

 

 

30% increase in contacts from press release referral traffic

21% increase in organic traffic

300% increase in contacts QoQ

$3.5M potential annual revenue

The Bigger Impact

BandGrip saw a significant impact in boosting brand visibility and lead generation. Most notably, their influenced contacts skyrocketed during the event.

The total amount of new leads from the AAOS meeting was 277, and the 180 new trials show that most of these new leads are high quality prospects.

While this campaign included several moving parts, Bluleadz’s Modus app integration stands out as a high impact strategy for streamlined lead generation. The follow-up email campaign enabled the company to keep in contact with new leads and boost their number of new trials.

The revenue impact is currently unclear, but the projections suggest a strong showing. Every surgeon, for example, represents approximately $20,000 in annual revenue, and with 180 new trials, the annual revenue potential exceeds $3.5 million.

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