From Research to Results: Cutting Through the Noise in Healthcare with a Multi-Channel Campaign
Facing a saturated market clamoring with 'touchless' solutions, I helped Allegion embark on a bold marketing initiative to support hospital personnel grappling with new safety demands post-pandemic. Conducting extensive market research, we crafted a comprehensive campaign to educate and build trust among healthcare professionals.
Central to this effort was a downloadable e-book highlighting critical research findings and relevant product solutions. Complemented by long-form articles, infographics, and videos tailored for social media, our strategy successfully broke through the noise. The campaign not only informed the audience about evolving healthcare needs but also positioned Allegion as a trusted advisor, garnering industry recognition and widespread sharing of their insights.
The Details
Project Type:
Digital marketing
Content Creation
Multi-channel campaign
Deliverables:
Ebook
Infographic
Video creative direction + script
Long-form articles
Social content + creative direction
The Company/Brand: Allegion
The Audience: B2B End Users; Hospital facility personnel—the ones running the day-to-day
The Medium: Digital marketing assets, long-form content
The Full Picture
The background: Let’s rewind to 2021. We’re a year into the pandemic, and everything has changed, including healthcare facilities. Our team found that hospital personnel were facing new demands to combat the spread of the COVID-19 virus while making visitors and staff feel as safe as possible. After all, patients go to these facilities to heal. Allegion needed to reach these healthcare personnel with content that built trust and educated them on solutions to meet their needs.
The Challenge: While Allegion had products that could make doors completely touchless during a time when nobody wanted to lay a finger on anything outside the realm of their apartment, there was a lot of noise in the healthcare industry at this time. Allegion needed to produce content that stood out in a crowded marketplace and went beyond “making the sale” to build trust with the market.
The Ask: The objective was to break through the crowded marketplace, where businesses were promoting “touchless” and “healthy” products left and right, with something different—something bigger and bolder.
Project Details: We needed a content strategy designed to build trust during the uncertain times, nurturing customers through informative content that ultimately led to the sale of Allegion’s proven products.
We started by conducting market research to understand what was really happening inside healthcare facilities and built a content strategy around our findings. We released the research findings as a downloadable e-book, which was gated with a lead-gen form. Then to tease the central piece of content, we created a series of long-form articles, infographics, videos, emails and a social media campaign.
Ebook: This was the centerpiece of the campaign, the key resource that we wanted everyone to download. It was informative and delved into the top research findings, while also highlighting suggested products that would help facility managers overcome relatable challenges.
Infographic: To tease the full findings, this infographic highlighted the key takeaways from the study on the changing healthcare industry.
Videos: For the video-first audience, we created videos to support the findings. We then cut these into shorter clips for our social media strategy.
Results: This resulted in a cohesive multichannel marketing campaign that informed the audience about the changing healthcare market, while subtly promoting solutions to address some of the most common challenges. By avoiding leading with sales messaging or focusing solely on features and benefits, the campaign built trust. It was also designed to encourage industry insiders to share the findings and caught the attention of industry publications.
