Overview:
As a leading global medical technology and digital solutions innovator, GE Healthcare enables clinicians to make faster, more informed decisions through intelligent devices, data analytics, applications and services, supported by its Edison intelligence platform.
With over 100 years of healthcare industry experience and around 50,000 employees globally, the company operates at the center of an ecosystem working toward precision health, digitizing healthcare, helping drive productivity and improve outcomes for patients, providers, health systems and researchers around the world.
We embrace a culture of respect, transparency, integrity and diversity.
General Electric Healthcare has been responsible for revolutionising technology in the healthcare industry. The new ultrasound imaging machines produced by GE are new intuitive touchscreen to maximise comfort and workflow for medical professionals.
Bringing daily balance and fulfilment, Sono-Automation improves reproducibility of exams and helps accomplish more each day while empowering to deliver the best care to patients.
Business Challenge:
After earning a reputed name in the market for decades, GE Healthcare was finding it hard to maintain good profit margins on its new and even existing products as they were highly expensive in certain countries. Also, the marketing strategy and the media vehicle used over the years in certain developed countries were proving to be unfruitful in developing countries due to high cost and less returns.
Hence, as part of the marketing strategy to capture a bigger pie of the market share, GE Healthcare opted Digital Marketing & Advertising as a media vehicle for its future marketing campaigns, as it has historically proven to be the cheapest and most qualified medium to gain traffic and revenue.
Goals:
GE’s primary goal was to increase the total amount of leads for their ultrasound imaging machines while decreasing customer acquisition costs. Hence, generating qualified leads so the sales team can convert them to customers.
A secondary goal was to improve customer retention rate as a means to increase customer lifetime value. Given that lifetime value of a new customer tends to be greater, the focus was to bring in new audience and potential leads on the landing pages.
Our team was tasked with developing strategies that would leverage branding efforts for the new line of products as way to profitably grow the potential leads base beyond what could be achieved through title-driven campaigns. We believed that this segment of customers would yield better retention rates.
Strategy:
GE Healthcare has been associating with Marcabees for over 7 months now. After thorough analysis by our digital experts, we concluded to start off with 4 paid advertising campaigns on 3 different platforms i.e. Google Search Ads, YouTube Ads & Bing Ads.
The intent was to reach maximum people in 5 countries from the assigned target audience provided by GE and generate leads for their newly launched range of products.
Results:
In just a few months through these advertising platforms, Marcabees has successfully generated qualified leads for GE Healthcare. These leads have converted into Sales for them and have created a great Customer Lifetime Value for them.
- We managed to generate 90 qualified leads through our ad campaigns
- ROAS (Return On Ad Spend) was 400% across campaigns
- Through our ad campaigns we managed to reach 88.6K people. More than 60% of that audience visited GE’s web pages for the first time
- GE now enjoys over a 100% increase in product page traffic
- Cost Per Conversion has significantly reduced to less than 2K Per Conversion from over 90K Per Conversion
- Within our YouTube campaigns specifically, we earned 97.5K views and maintained a cost per conversion of ₹1,520