Carestream's Tiny Model Flows in Big Leads

This 10-inch paper model of its Touch Prime Ultrasound System was direct-mailed to healthcare system purchasing decision-makers as the first step in Carestream's multichannel lead-generation campaign.

A radiology administrator gushed on Facebook about the direct mail she got in January 2016, calling it “the cutest little cardboard machine ever.”

It was a model of the Carestream Touch Prime Ultrasound System, and her post proved the multichannel marketing campaign for the medical imaging system provider’s first ultrasound machine was a success.

Well, that and the $7 million in sales opportunities the campaign generated by mailing 1,400 radiology administrators in North America the 10-inch tall, swiveling ultrasound machine model. Then Carestream and its marketing agency Verdi Group followed up with email, social media and outbound call center marketing in Q1 2016 in order to ensure healthcare decision-makers used the provided PURLs to find their bespoke landing pages.

Challenge: Brand awareness, lead-gen

Solution: Multichannel campaign built around a detailed paper model of the product that was mailed to target prospects

Results: $7 million in sales opportunities in a year $15 million total in pipeline as of presstime

In a subsequent lead-generation campaign, Carestream emailed sonographers, radiology administrators and clinicians, then followed up with calls. The company continued to emphasize its machine’s easy-to-clean, customizable touch panel; efficient workflow; and better ergonomics vs. that of competing ultrasound machines.

“Entering a crowded, competitive, new market required a disciplined multichannel approach,” said Erica Carnevale, Carestream’s North American marketing manager. “Challenged by regulations for marketing to healthcare providers, we needed a creative concept that had value to the target audience, but no monetary value. It also needed to break through marketing clutter and have a long shelf-life for consideration in long equipment purchase cycles. A year since deployment, the campaign continues to be a tool for sales representatives and generate awareness on social media with sonographer-posted images. The sales opportunity value associated with the campaign has climbed to more than $7 million.”

And speaking of shelf-life, chances are that “cutest little cardboard machine ever” is still in that radiology administrator’s
office.