{"id":2579,"date":"2019-08-01T07:54:28","date_gmt":"2019-08-01T07:54:28","guid":{"rendered":"https:\/\/xtramile.solutionsindev.com\/?post_type=case_studies&p=2579"},"modified":"2020-12-21T08:42:21","modified_gmt":"2020-12-21T08:42:21","slug":"xtra-mile-successfully-transforms-lumenis-digital-marketing-with-high-quality-mature-leads","status":"publish","type":"case_studies","link":"https:\/\/xtra-mile.co\/he\/case_studies\/xtra-mile-successfully-transforms-lumenis-digital-marketing-with-high-quality-mature-leads\/","title":{"rendered":"From MQL to SQL"},"content":{"rendered":"\t\t
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ABOUT LUMENIS<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Lumenis is the world\u2019s largest energy-based medical device company for surgical, aesthetic and ophthalmic applications in the area of minimally invasive clinical solutions.\u00a0<\/span><\/p>

The company is regarded as a world-renowned expert in developing and commercializing innovative energy-based technologies, including Laser, Intense Pulsed Light (IPL) and Radio-Frequency (RF).\u00a0<\/span><\/p>

For nearly 50 years, Lumenis\u2019 ground-breaking products have redefined medical treatments, and have set numerous technological and clinical gold-standards.<\/span><\/p>

www.lumenis.com<\/a><\/span><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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THE OBJECTIVES<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The engagement between Lumenis and Xtra mile started when the medical-device company realized that their lead-based inbound marketing efforts were not delivering the results they were looking for.<\/span><\/p>

Lumenis was managing standard inbound marketing campaigns (mailers, LinkedIn, landing pages, etc.),\u00a0that did get traffic to their site, but it was not mature enough.\u00a0<\/span><\/p>

In other words, they were getting leads but many dropped throughout the process, with very few actually engaging in a phone call or demo.\u00a0<\/span><\/p>

This resulted in difficulties qualifying leads, very low MQLs, and very high CPL.<\/span><\/p>

The company reached the conclusion that they needed a methodology that would bring them top-quality leads that would truly translate into sales opportunities.<\/span><\/p>

That\u2019s when they contacted Xtra mile.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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THE APPROACH<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Xtra mile proposed an entirely new approach to CTAs.\u00a0<\/span><\/p>

First, the digital marketing agency selected very specific target audiences – dermatologists, plastic surgeons and medspas (medical spas).<\/span><\/p>

Then, it designed pages and wrote specialized content for each audience, developing also nurturing processes for each.\u00a0<\/span><\/p>

Once the strategy was approved by Lumenis, a new slogan was created \u2013\u00a0Blast the Past<\/span><\/b><\/em>\u00a0\u2013 which alludes to the idea of removing past mistakes, for example, tattoos.\u00a0<\/span><\/p>

Around this unique slogan, Xtra mile built an entire range of campaigns and creative messages that were launched in several delivery platforms –\u00a0 Facebook, LinkedIn, GDN, Google Search, and Bing.\u00a0<\/span><\/p>

The idea was to use the strengths of each channel to achieve the best combined results for all audiences.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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THE PROCESS<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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One of the key phases of the Xtra mile methodology is online nurturing, which follows a very clear path.\u00a0<\/span><\/p>

The first product to try online nurturing was PiQo<\/span>4<\/span><\/sup>, a solution that treats a wide range of pigment colors and removes tattoos.<\/span><\/p>

Each segment of potential prospects was exposed to a targeted video of the product.<\/span><\/p>

Based on click rates, each group was then exposed to other types of content.\u00a0<\/span><\/p>

Only after a series of contact points, they were asked to provide their details.<\/span><\/p>

This meant that when prospects gave their details, they had already been exposed to the product and had knowledge about it.\u00a0<\/span><\/p>

They were no longer a blank slate.\u00a0<\/span><\/p>

These leads were then contacted by Lumenis\u2019 product managers and sales people, continuing the engagement via physical channels.<\/span><\/p>

The results of the PiQo<\/span>4<\/span><\/sup>\u00a0campaign could not have been better.\u00a0
<\/span>Running for nine months the, it brought Lumenis 10-15 qualified leads that have translated into a revenue of $1 million!<\/span><\/p>

Several other products followed, whose campaigns were successful in creating awareness to Lumenis offering.\u00a0<\/span><\/p>

These demonstrated, once again, that Xtra mile\u2019s methodology works and brings tangible results.<\/span><\/p>

The collaboration further developed into other areas, with Xtra mile being engaged in a campaign to increase awareness to Lumenis\u2019 participation in the 24<\/span>th<\/span><\/sup>\u00a0World Congress of Dermatology (WCD) in Milan.\u00a0<\/span><\/p>

Xtra mile ran 12 parallel campaigns around the event, which was attended by over 15,000 visitors, reaching almost 1,000 qualified leads who gave Lumenis their details.\u00a0<\/span><\/p>

Our of those, 150 people registered for face-to-face meeting with Lumenis\u2019 representatives at the conference.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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TAKEAWAYS<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The Lumenis story demonstrates that Xtra mile\u2019s online nurturing and cross-channel methodology is very successful in obtaining high-quality, mature leads.<\/span><\/p>

The strategy is backed by an in-depth analysis of Lumines\u2019 products and their market.\u00a0<\/span><\/p>

Xtra mile studies which product works better in which season, is constantly introducing new channels according to product and audience, and using new analysis tools.\u00a0<\/span><\/p>

For example, they did a peer-to-peer pilot in LinkedIn, They also ran a campaign for a new vaginal product, which had to be managed delicately, taking the pulse of the audience\u2019s reaction via regular leads and analyzing the impact.<\/span><\/p>

The work with Xtra mile resulted in many tangible benefits for Lumenis:<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tXtraMileIcon<\/title><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tTransition from many unqualified leads to high-quality, mature leads that viewed demos, followed a clear path, responded to specific calls to action, and engaged with Lumenis\u2019 representatives to acquire products. <\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tXtraMileIcon<\/title><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tNew value propositions never attempted before by Lumenis resulted in a higher number of people who wanted a meeting or demo at a lower cost per lead.<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tXtraMileIcon<\/title><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tOnline nurturing processes took the target populations through a gradual learning curve and conversion path.<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tXtraMileIcon<\/title><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tEach landing page was designed and written such that customers were exposed to the solutions in a modular fashion. They were able to read and learn more about each product, responding to specific calls to action. <\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    The digital agency continues analyzing Lumenis\u2019 markets and target audiences for each product, and distilling the right messages and creative to attract the right prospects.\u200b<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

    Xtra mile Successfully Transforms Lumenis\u2019 Digital Marketing with
    \nHigh-Quality, Mature Leads.
    \nBlast the Past and other successful campaigns proved to the largest global energy-based medical devices company that online nurturing and cross-channel methodologies yield high-quality mature leads. <\/p>\n","protected":false},"featured_media":3848,"template":"","case_type":[260],"class_list":["post-2579","case_studies","type-case_studies","status-publish","has-post-thumbnail","hentry","case_type-digital-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/xtra-mile.co\/he\/wp-json\/wp\/v2\/case_studies\/2579","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/xtra-mile.co\/he\/wp-json\/wp\/v2\/case_studies"}],"about":[{"href":"https:\/\/xtra-mile.co\/he\/wp-json\/wp\/v2\/types\/case_studies"}],"version-history":[{"count":0,"href":"https:\/\/xtra-mile.co\/he\/wp-json\/wp\/v2\/case_studies\/2579\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/xtra-mile.co\/he\/wp-json\/wp\/v2\/media\/3848"}],"wp:attachment":[{"href":"https:\/\/xtra-mile.co\/he\/wp-json\/wp\/v2\/media?parent=2579"}],"wp:term":[{"taxonomy":"case_type","embeddable":true,"href":"https:\/\/xtra-mile.co\/he\/wp-json\/wp\/v2\/case_type?post=2579"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}