The Sophisticated Marketer's Guide to LinkedIn
Precision intervention drives double-digit conversion rate for Philips
LinkedIn’s ability to combine highly relevant professional targeting with powerful engagement proved perfectly suited to the demands of healthcare marketing
The launch of a new solution in image-guided therapy for Spain presented Philips with a very particular marketing challenge. Healthcare regulations required that Azurion, which enables minimally invasive surgery and other interventions, could only be described by name to relevant healthcare professionals. Combining LinkedIn profile targeting with LinkedIn Sponsored InMail not only enabled Philips to reach the right professionals without building wider awareness – it also translated this very specific audience into a strong conversion rate that could efficiently meet all of Philips’ campaign goals.
Driving engagement without wider awareness: a precision intervention on LinkedIn
The regulatory requirements for medical marketing had restricted the options for launching products such as Azurion in the past. However, the accuracy of LinkedIn targeting provided Philips with a solution. The marketing team could confidently reach relevant professionals without raising wider awareness of the product. Just as importantly, LinkedIn engagement and conversion rates meant they could be confident of the return such marketing would deliver. “In the past, we’ve tried advertising with the websites of specific medical journals, but we were getting very limited traffic and almost no conversions,” explains Emma Sands, Digital Lead for Philips Iberia. “When your options are restricted you have to make sure that you’re getting as much value from them as possible. We needed to reach our clients and contacts where they were active and where we could give them the content they need. I was convinced that meant being active on LinkedIn.”
The power of the personal touch on Sponsored InMail
Sponsored InMail provided Emma and the team with the ideal platform. “We chose InMail because we were very specifically interested in conversions rather than reach and awareness,” she says. “We wanted the message to come directly from Juan Sanabria Luengo, who is President and CEO of Philips in Spain, emphasising that the members of our audience had been personally selected to discuss how Azurion can benefit medical interventions. There was a prestige factor at work in how we approached it – and it drove extremely strong engagement.” The Sponsored InMail campaign delivered an open rate of over 50% with more than 7% of those opening an InMail going on to visit the landing page. Just as importantly, visitors from LinkedIn converted into leads by sharing their contact details at a rate of over 12%, the highest conversion rate of any media platform used in the launch.
Launch Philips Azurion, a new solution for image-guided surgical intervention, in Spain
Meet regulatory requirements by targeting only relevant healthcare practitioners without building wider awareness
Drive a strong conversion rate to leads
Build a high-quality, relevant audience for future targeting on LinkedIn
The Solution:
Sponsored InMail from Juan Sanabria Luengo, President and CEO of Philips in Spain
Personal invitation to explore the next step in medical intervention
LinkedIn profile data used to target only active cardiologists, radiologists and surgeons
Call to action to explore Azurion through videos, white papers and user testimonials
Streamlined landing page with data capture form
Why LinkedIn?
Precision targeting of active medical professionals, to meet regulatory requirements
High conversion rate of Sponsored InMail
Opportunity to build a highly relevant audience for future messaging
Results
All targets for reach achieved
Open rate of over 50% for Sponsored InMail
Click through rate of over 7%
LinkedIn traffic converted to leads at a rate of over 12%, the highest conversion rate of the campaign
About Philips
At Philips, we look beyond technology to the experiences of consumers, patients, providers and caregivers across the health continuum – from healthy living and prevention to diagnosis, treatment and home care. We unlock insights to develop leading solutions that enable improved care at lower cost. With leading research, design and innovation capabilities, we partner with customers to transform the delivery of healthcare.
INDUSTRY: Healthcare |
NO. OF EMPLOYEES: 10001+ |
HQ LOCATION: Foster City, CA |
View Company Page |
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“Our marketing is all about quality rather than volume, and LinkedIn has been ideal. Not only did we achieve our highest conversion rate, but we have a great basis for closing the loop with follow-up from our sales team – and that’s something we’ll be exploring further with LinkedIn in the future. We’ll also be using retargeting and LinkedIn Lead Gen Forms to build on the success and increase our conversion rates further.”
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