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.
