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