Hologic is a global champion of medical technology with a focus on women’s health, empowering people to live healthier lives everywhere, every day through early detection and treatment.
This campaign focussed specifically on the Hologic Panther Fusion system. Building on the Panther system, which is a fully automated testing platform with true sample-to-result automation, adaptable workflow options and a consolidated testing menu, the Panther Fusion represents the next step in the legacy of Hologic molecular testing innovation that began with the aforementioned Panther system.
We were tasked with developing and delivering an impactful social media-based campaign to generate valuable leads for the sales team at Hologic. These leads would be from relevant organisations and key stakeholders detected by their team, who would benefit from the cost effectiveness and efficiency of the Panther Fusion system in their laboratories. This target audience consisted of molecular diagnostic laboratories who didn’t currently have the Panther system in place.
The Results
428k social media impressions
43k video views
+261 new LinkedIn followers
The Solution
Through a series of development sessions, we evaluated where Hologic sat within the market and their unique selling points above competitors. An area of focus from this was the Panther systems ability to enhance workflow flexibility. Allowing laboratories to continuously load and unload samples, consumables and waste, the system increases outputs with minimal hands-on interactions. Using this USP we created a campaign that was centred around the messaging of how your lab can ‘Keep on Running’ with the Panther Fusion system.
Qualifying that LinkedIn and Twitter would be the most relevant platforms to disseminate valuable information, we created a campaign that utilised the organic reach of the Hologic accounts, alongside a highly targeted sponsored campaign to support this. Using the targeted metrics within LinkedIn campaigns manager allowed for a granular level information to be published directly to relevant organisations and key stakeholders, therefore increasing the relevant and value of each engagement.
“We have worked successfully with the TMC team for many years. They are quite literally perceived as an extension of our marcom department – they are incredibly responsive and understand our products, services, company goals and vision. ”
Carol Smith – Senior Marketing Communications Manager, EMEAC, Hologic
The visual content for the campaign was developed by our in-house 3D Artists. By creating a versatile 3D model that could be animated, we could create assets that allowed the visuals to be used in environments that would have otherwise being inaccessible. The result of this was a series of versatile and impactful visuals.
To continue the user journey from social media through to the Hologic website, we created a bespoke landing page to present users with more vital information about the Panther Fusion system. Not only did this add further value but we were also able to track user interactions on the page to enhance call to actions and increase visibility of the content.
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