Integrated MedTech Marketing Communications for Siemens Healthineers

As a global medtech leader, Siemens Healthineers shapes the future of healthcare. We have managed their integrated marketing communications in Poland since 2017.


Project highlights:

Ongoing engagement since 2017.   Efficiently combining digital and print projects.   Medtech
marketing and a content marketing approach.



Shaping the future of medtech worldwide

With over 120 years of experience and 18,500 patents globally, Siemens Healthineers is a global medtech leader. The company empowers healthcare providers in areas such as diagnostic imaging, laboratory diagnostics, and molecular medicine. Their portfolio of products and services has been transforming care delivery and improving patient experience.

Operating in Poland, Siemens Healthineers offers advanced healthcare solutions as well as specialist courses for doctors, diagnosticians, medical physicists, and radiologists. Akademia Siemens Healthineers, their content marketing format, delivers masterclasses, workshops, and other events run by experts from Poland and abroad.

 

The medtech marketing challenge

Siemens Healthineers was seeking help with the launch of Atellica® analyser in the Polish market in the summer of 2017. As a complex medtech solution, it required precise communication of its value proposition and a careful selection of tactics to reach its target audiences in Poland. 

Apart from that, the company also started planning other ongoing activities–from selling the portfolio of products to marketing its range of courses and professional events.

How to communicate and sell medtech

Our process

From the beginning, Clipatize has specialised in communicating complex B2B solutions–also for the medical and high-tech industries.

Thanks to this experience we approached the brief in a strategic way that combined a deep understanding of the offer and customer insight–and subsequently focused on selecting the most efficient tactics.

The Polish medical industry still widely shuns digital marketing, so we advised Siemens Healthineers to explore its potential. After the success of the initial engagement, Clipatize gradually became a marketing communications partner for the company.


Combining digital and print projects

We now support Siemens Healthineers in three main areas: campaigns promoting the courses, go-to-market activities for their products, and selected one-off projects.

Our team design and produce assets for both digital and offline activities–all aligned with the brand guidelines of Siemens Healthineers and the Academy in Poland.

Campaigns promoting the courses

Siemens Healthineers offers a host of specialist courses on diverse medical tests and diagnostic techniques – from ultrasonography to MRI and molecular imaging.

After a series of tests, Facebook proved to be the channel to deliver a satisfying ROI for our client’s goals consistently. Our team now takes care of producing all ad copy and creatives, as well as running and fine-tuning performance marketing campaigns.

Depending on the needs of particular courses, we use use email marketing, place ads in the healthcare media, and manage reach campaigns on Facebook and GDN.

We also created a landing page that is now used in different campaigns.

Apart from that, we regularly produce diverse formats of print collateral, including rollup banners, leaflets, and holiday cards.


Go-to-Market activities for medtech products

The list of medtech solutions Siemens Healthineers offers in Poland includes, among others, ACUSON Juniper ultrasound system, SOMATOM go.Up tomography scan machines, MULTIX Impact radiography solutions, and MAGNETOM Sempra MRI.

We created a dedicated landing page for promotion of the products and run campaigns on Facebook and GDN.

The ads explain the features of products, encourage purchases, and inform about the available financing options.


We also design diverse product marketing assets, such as leaflets, cards, and other print collateral materials.


Selected one-off projects

We regularly support other marketing initiatives of Siemens Healthineers and their partners in Poland. Using social media ads and the elements of LinkedIn social selling, we help them boost their brand awareness and sales.

 

Agile medtech marketing communications

What started as a trial project has transformed into a stable partnership as Clipatize became a go-to creative agency for Siemens Healthineers in Poland. The company also revised its attitude to digital marketing and now efficiently combines online and offline methods of brand and sales communication. 

Siemens Healthineers regularly entrusts us with new marketing assignments, relying both on our strategic advice and efficient project execution. Thanks to this long-term relationship, we learnt how to efficiently adapt to their changing needs and proactively suggest strategies that maximise the opportunities on an ongoing basis.

"This project showcases the power of long-term, evolving client-agency relationships. Starting with a one-off, our team has been gradually taking on new assignments, and learning our client’s individual needs along the way.

 

Almost three years down that road, we‘ve become well-versed in their internal processes. This experience, coupled with our comprehensive understanding of the medtech landscape, allows us to approach their changing goals proactively."

Magda Choda Account Manager

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