B2B : CASE STUDY : HILLENBRANDT

Medical device sales are booming, and with a widened field of offerings comes a larger range of competitors. In this example, scalability and reliability are the signature selling points presented to the marketing leads of this specific industry of healthcare workers, researchers, universities and scientists.

Pricing is also a factor, as several types of complex medical and scientific equipment can run in the hundreds of thousands of dollars. A personalized entry invitation serves as a warm introduction to a company’s product lines where a customer relationship with a vendor’s sales and customer service departments may make the difference in decision-making alongside cost.

In this example, a paper invitation in an envelope is mailed to a list of leads with links and QR codes back to a landing page explaining a messaging concept. This specimen features a product, but others may feature cost savings, reliability factors or in-depth customer service. Each specific demographic can be targeted to serve the message relevant to that particular market.