From MQL to SQL

Nurturing your target audiences' online experience

ABOUT LUMENIS

Lumenis is the world’s largest energy-based medical device company for surgical, aesthetic and ophthalmic applications in the area of minimally invasive clinical solutions. 

The company is regarded as a world-renowned expert in developing and commercializing innovative energy-based technologies, including Laser, Intense Pulsed Light (IPL) and Radio-Frequency (RF). 

For nearly 50 years, Lumenis’ ground-breaking products have redefined medical treatments, and have set numerous technological and clinical gold-standards.

www.lumenis.com

THE OBJECTIVES

The engagement between Lumenis and Xtra mile started when the medical-device company realized that their lead-based inbound marketing efforts were not delivering the results they were looking for.

Lumenis was managing standard inbound marketing campaigns (mailers, LinkedIn, landing pages, etc.), that did get traffic to their site, but it was not mature enough. 

In other words, they were getting leads but many dropped throughout the process, with very few actually engaging in a phone call or demo. 

This resulted in difficulties qualifying leads, very low MQLs, and very high CPL.

The company reached the conclusion that they needed a methodology that would bring them top-quality leads that would truly translate into sales opportunities.

That’s when they contacted Xtra mile.

THE APPROACH

Xtra mile proposed an entirely new approach to CTAs. 

First, the digital marketing agency selected very specific target audiences – dermatologists, plastic surgeons and medspas (medical spas).

Then, it designed pages and wrote specialized content for each audience, developing also nurturing processes for each. 

Once the strategy was approved by Lumenis, a new slogan was created – Blast the Past – which alludes to the idea of removing past mistakes, for example, tattoos. 

Around this unique slogan, Xtra mile built an entire range of campaigns and creative messages that were launched in several delivery platforms –  Facebook, LinkedIn, GDN, Google Search, and Bing. 

The idea was to use the strengths of each channel to achieve the best combined results for all audiences.

THE PROCESS

One of the key phases of the Xtra mile methodology is online nurturing, which follows a very clear path. 

The first product to try online nurturing was PiQo4, a solution that treats a wide range of pigment colors and removes tattoos.

Each segment of potential prospects was exposed to a targeted video of the product.

Based on click rates, each group was then exposed to other types of content. 

Only after a series of contact points, they were asked to provide their details.

This meant that when prospects gave their details, they had already been exposed to the product and had knowledge about it. 

They were no longer a blank slate. 

These leads were then contacted by Lumenis’ product managers and sales people, continuing the engagement via physical channels.

The results of the PiQo4 campaign could not have been better. 
Running for nine months the, it brought Lumenis 10-15 qualified leads that have translated into a revenue of $1 million!

Several other products followed, whose campaigns were successful in creating awareness to Lumenis offering. 

These demonstrated, once again, that Xtra mile’s methodology works and brings tangible results.

The collaboration further developed into other areas, with Xtra mile being engaged in a campaign to increase awareness to Lumenis’ participation in the 24th World Congress of Dermatology (WCD) in Milan. 

Xtra mile ran 12 parallel campaigns around the event, which was attended by over 15,000 visitors, reaching almost 1,000 qualified leads who gave Lumenis their details. 

Our of those, 150 people registered for face-to-face meeting with Lumenis’ representatives at the conference.

TAKEAWAYS

The Lumenis story demonstrates that Xtra mile’s online nurturing and cross-channel methodology is very successful in obtaining high-quality, mature leads.

The strategy is backed by an in-depth analysis of Lumines’ products and their market. 

Xtra mile studies which product works better in which season, is constantly introducing new channels according to product and audience, and using new analysis tools. 

For example, they did a peer-to-peer pilot in LinkedIn, They also ran a campaign for a new vaginal product, which had to be managed delicately, taking the pulse of the audience’s reaction via regular leads and analyzing the impact.

The work with Xtra mile resulted in many tangible benefits for Lumenis:

  • XtraMileIcon Transition from many unqualified leads to high-quality, mature leads that viewed demos, followed a clear path, responded to specific calls to action, and engaged with Lumenis’ representatives to acquire products.
  • XtraMileIcon New value propositions never attempted before by Lumenis resulted in a higher number of people who wanted a meeting or demo at a lower cost per lead.
  • XtraMileIcon Online nurturing processes took the target populations through a gradual learning curve and conversion path.
  • XtraMileIcon Each landing page was designed and written such that customers were exposed to the solutions in a modular fashion. They were able to read and learn more about each product, responding to specific calls to action.

The digital agency continues analyzing Lumenis’ markets and target audiences for each product, and distilling the right messages and creative to attract the right prospects.​

Quick Facts

Customer:

Lumenis

Industry:

Minimally-invasive clinical solutions and energy-based technologies for the surgical, ophthalmology and aesthetic markets.

Solution:

Online nurturing, digital campaigns across Facebook, LinkedIn, Google Search and GDN
to raise awareness to and conversion rates for the Lumenis product range, including new line products for the medical market.

Results:

  • The transition from numerous unqualified leads to high-quality, mature leads that engaged with Lumenis’ salespeople.
  • Lower cost per mature lead that resulted in actual purchases.
  • The online nurturing process takes target audiences through a gradual learning curve and specific calls to action.

“One of the greatest values of working with Xtra mile is the breadth of their offering.

From the very initial idea and design stages, they brought their ‘laser vision’ and gave us their inputs on what would work best for our products and target audiences.

Lumenis is a very large company, and a project of this kind means working with many vendors in charge of design, branding, messaging, content writing, digital channels.

Xtra mile can take a bird’s eye view at the entire picture, provide all the services under one roof, and come up with the best suggestions for each strategy.

Considering that the budget we invested was on the lower side, the returns have been outstanding. We thoroughly enjoy working with Xtra Mile and look forward to more successes.”

Olga Rosenman, Corporate Marketing, Aesthetics Lead

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