Medela
Case Study
- Discipline: Healthcare, Medical Devices, Mom & Baby Care
- Industry: Healthcare
About the Company:
Medela, based in the canton of Zug/Switzerland, was founded in 1961 by Olle Larsson. Today the company is managed by his son Michael Larsson. Medela has two divisions, Human Milk for the development and manufacture of still and complete solutions and Healthcare, which specializes in the development and manufacture of medical vacuum technology solutions. Medela has an annual turnover of 600M USD and has a global presence in over 100 countries, employing well over 1,700 employees. The company is known to be a pioneer in world-class breastfeeding products and healthcare solutions.
The Challenge:
In its 5th year of operation in the Indian Market, Medela India was looking to harness the power of Digital Marketing Solutions to increase their market coverage, generate more leads and cross-sell their breastfeeding solutions through the use of an integrated 360-degree digital marketing framework. Breastfeeding is a sensitive issue when it comes to the target audience in India. The team faced a lot of challenges when it came to increasing engagement through tailored posts on Social Channels. Medela India also faced the challenge of engaging their users at scale, as their audience kept on changing every 9-10 months. They were looking for a product marketing upscale solution to create personalized experiences for their users without heavily increasing operation costs.
Capabilities Exhibited
To achieve their objectives, our buzzing bees set to work and focused on
- + Social Media Marketing
- + Search Engine Optimization
- + Content Marketing
- + E-Mail Marketing
- + Marketing Automation
- + Ad Campaigns on Facebook, Instagram, Google Search & Display, Taboola
The Enabling
The Brand Bee, with its team of buzzing bees, took on the challenge and created an integrated 360-degree digital marketing framework. The team used a combination of research and analytics, social media marketing, sales/ROI generation, email marketing, and website enhancement techniques to achieve some of the below objectives.
- Establishing Detailed User Personas and Segmentation of Personas: The first step was to establish detailed user personas and segment them in terms of product category fit. The team at The Brand Bee created user personas such as new mothers, mothers of 1-2 month-old infants, and 6/7/8 months pregnant women to create tailored posts on social channels that resonated with the audience.
- Integrated Buyer’s Journey Framework: The team created an integrated buyer’s journey framework that established communication pillars to position Medela as a favourable brand. This approach helped in increasing engagement and generating leads. The managers also undertook different strategies to improve existing brand recall.
- Engagement at Scale via Enhanced Mar-Tech As the brand operated on a corporate and local level, we were in charge of both the corporate and the local digital properties. During the period of engagement of Medela India with The Brand Bee, we proposed, developed, and initiated several website developments and improved the engagement figures and overall time spent on the website by investing in new marketing technologies and a suite of tools such as GSC, Hotjar, Unbounce, Mailchimp, ConnectIO, etc.
- Increased Brand Coverage and Retention In a short span of 14 months, our team was able to produce increased market coverage through an upward trend in the number of queries the brand received in a day as well as the leads generated through Web Apps and Marketing Widgets.
- Community Management: The team focused on community management through Facebook Forums Participation to increase engagement and create a positive brand image. This approach helped in nurturing new mothers and establishing Medela as a go-to brand for breastfeeding solutions.
Performance
Highlights
- 39% increase in web traffic through organic search on a QoQ basis (Quarter 2 Quarter)
- 62.75% increase in monthly leads on Medela India Web Properties via Blended Ad Campaigns (a mix of organic and paid campaigns)
- 59% increase in service queries on Medela India's Social Channels
- Remarketing Campaigns generated over a 32% increase in Quarterly Sales of Breastfeeding Products (comparison linked to inactive and active stages of paid performance campaigns launched by The Brand Bee)
- A combined total of 14208 leads were generated, segmented and re-engaged in an active period of 12 months that included organic traffic and paid social audience via a variety of high-performance campaigns.
- Consistent TOPR (Top of the Page Rate) in all Adwords Campaigns launched by The Brand Bee along with that benchmark we also maintained 51%+ Search Impression Share across all major competitive keywords.
- 100000 Unique App Installs on MyMedela in a period of 11 months via Targeted Publisher Inventory and Remarketing Facebook Ads.
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