Ultrasound systems by prescription

Siemens Healthcare

The challenge

The German market for ultrasound systems is highly competitive. Colour doppler devices, in particular, are capital-intensive investments; the decision to make such an important investment needs careful consideration, and takes time. But it was time that the target group—all practising doctors in Germany —did not have. In fact, they had just six weeks until the end of the year to profit from an interesting offer of 0 % financing and the chance to set it against tax, as part of an economic stimulus package.

The idea

We took a central element from every doctor’s life, and turned it around: this time, it wasn’t the doctor who was writing out the prescription—it was Siemens writing a prescription for the doctor. A prescription for advanced ultrasound systems, including a 0 % financing offer. This helped us encapsulate what would help the doctor immediately and bring him long-term success. The prescription was our key visual, playing a role in all our communication channels. The individual collaterals, like direct mailings (including a reminder), a landing page, e-mails and supplements in the “Deutsches Ärzteblatt” (German medical journal), accompanied doctors throughout the decision-making process. This was backed up by the distribution of a comprehensive sales kit, as leads were successfully generated. The kit contained a campaign guide, a strategic guide, PR articles, blank mailings and a proposal submittal letter for new and existing customers.

The result

Although the campaign only ran for six weeks, it was by far the most successful ultrasound end-of-year promotion of the last three years.
The results were an impressive return on investment (ROI) of 973%.
It provided a great number of valuable and qualified leads
and better care in many doctors’ surgeries.

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