- Referral website visits
- Social Actions
Medical device manufacturers in need of a beacon
With major regulatory changes on the horizon in the US and EU, medical device manufacturers are facing a challenge to develop and execute new action plans for pre-clinical device testing as soon as possible. For WuXi AppTec, a leading global chemical characterization, toxicological risk and biocompatibility testing company, these changes posed an opportunity to support OEMs with compliance. But first, WuXi not only needed to increase brand awareness, but also educate the target audience on the larger impact of these regulatory changes.
Building relationships through educational content marketing
We leveraged the established credibility of the trade media in the form of contributed articles from WuXi’s chemists to educate the target audience on the impact of the regulatory changes, required testing and how to prepare. To maximize the reach of the contributed articles, we amplified the content through LinkedIn Sponsored Content. After successful engagement with our key audience through earned and paid media, we continued to nurture these relationships through blog posts, email marketing and webinars.
Bridging the gap to continue conversations
Inprela secured five key trade media placements, generating a quarter of a million impressions and 273 additional social actions through LinkedIn amplification. We also repurposed the messaging from the earned media placements into owned educational content including blog posts, emails and webinar content to help WuXi generate over 169 sales leads. Through this multi-channel approach, we successfully positioned WuXi as a thought leader medical device testing and a beacon to guide OEMs through regulatory requirements.