For 11 consecutive years, Ideopia has won heavy metal in the Aster’s, a medical and healthcare marketing competition. Our haul for 2015 was two Silvers and a Gold. We’re revved, humbled, and happy for another excuse to party. Clients? Not so much. They like awards, too, but they’re much more excited about the results.
Actual performance has little to do with most award shows, including the Aster’s. So we thought you might enjoy the real story on the marketing challenges we faced, and how we stared them down with our work.
Silver for ophthalmic manufacturer website redesign
Bell, an ophthalmic distributor in Westville, New Jersey, won a Silver Aster for its new website.
The search engine optimization (SEO) challenge was to target the site to specific locations within a two-hour drive from Bell’s headquarters. Our client’s goal is to provide personal, on-site service to his customers.
This is a heavily populated area that includes Philadelphia, Baltimore and Manhattan, and slices of other cities in Maryland and Delaware. The site now ranks in the top five on Google with all major keywords throughout the target area.
The product section, which is now an e-commerce store, contains 180 SKUs. To increase usability and readability, copy was written and rewritten for web. Bullet points, subheads, and multiple pages keep visitors from burning out on text. Our development team allocated extra time to design smooth store navigation and checkout flow.
To create churn with fresh content, a blog and an e-newsletter were added. And , thanks to a content management system (CMS), our client can make all content changes to the site himself.
The results for this project include a 125% increase in traffic, and similar increases in time spent on the site, and page views.
Surgical microscope campaign pulls down silver
Ideopia won Silver in the Magazine Category for a print advertising campaign that introduced Haag-Streit surgical microscopes to the U.S. market. Haag-Streit, an international medical equipment and device manufacturer, is based in Berne, Switzerland. A subsidiary in Mason, Ohio, handles U.S. distribution.
The two challenges we faced were 1) creative: how do we differentiate Haag-Streit from its competitors conceptually, and 2) strategic: what is our argument for increasing brand preference? The answer was leveraging the client’s German and Swiss heritage to support its claim of superior optics.
Results? The campaign with minor alterations in copy drove demand in two markets: neurosurgery and ophthalmology.
Tree-hugging self promotion is pure gold
Ideopia’s Treebie Squad delivers its first Treebie to client Avure Technologies.
Ideopia received a Gold Award for a self-promotion project that encouraged recycling and social responsibility. We started out with our clients by giving them a Treebie with every print job. The Treebie represents a tree Ideopia planted for them via the Arbor Day Foundation and our local Hamilton Country parks. To support the effort, we built a mini site that explains the effects of deforestation. Treebies were promoted to our clients and prospects via email, social media, public relations, and good old door to door. See video.
For us, it’s a success because it reflects our environmental values to the outside world and prospective clients. We’re proud of it, and we intend to build on it.