Client Background
The client is a leading supplier of pharma & biomedical equipment, specializing in providing medical devices and laboratory instruments to hospitals, clinics, and research labs. Their product range includes diagnostic machines, laboratory testing equipment, and hospital furniture. The company operates primarily in the B2B sector, focusing on building relationships with medical professionals, procurement officers, and hospital administrators.
Problem Statement
Despite a strong product lineup, the client struggled with customer acquisition. Traditional marketing methods failed to generate sufficient B2B leads. Their sales team needed a more targeted approach to attract decision-makers in the medical field. The company sought an effective marketing campaign to drive high-quality leads, focusing on hospitals, clinics, and research institutions.
Service Provided
We launched a paid campaign strategy using Google Ads and LinkedIn to target key decision-makers in the healthcare and medical sectors. Our goal was to generate B2B leads from hospitals, clinics, and medical research institutions actively seeking new equipment.
Solution Provided
- Google Ads for High-Intent Keywords
- We targeted high-intent keywords such as “buy diagnostic equipment,” “medical equipment suppliers,” and “laboratory testing machines.”
- The ads emphasized the client’s unique selling points, such as reliable service, high-quality products, and excellent customer support for medical institutions.
- LinkedIn Sponsored Posts for Healthcare Professionals
- Ads were tailored to reach decision-makers such as hospital procurement managers, medical directors, and laboratory managers.
- Filters were applied to target industries including healthcare, pharmaceuticals, and medical research—sectors in need of reliable biomedical equipment.
- Optimized Landing Pages for Lead Generation
- We created dedicated landing pages for different product categories like diagnostic machines, laboratory equipment, and hospital furniture.
- Key CTAs included: “Request a Product Demo,” “Get a Free Catalog,” and “Speak with a Medical Equipment Expert.”
- Regional Targeting for B2B Clients
- Focused on cities with a high concentration of hospitals and medical centers, such as New Delhi, Bangalore, and Mumbai.
- Tailored ads in local languages to improve engagement in specific regions.
- Follow-Up System Integration
- Integrated the client’s CRM system for seamless lead tracking and follow-ups.
- Automated messages were sent to leads, followed by personalized outreach from the sales team.
Execution Details
- Campaign Duration: 45 days
- Platforms: Google Ads, LinkedIn
- Total Budget: ₹75,000
- Landing Pages A/B Tested: 3
- Targeting Strategy: B2B decision-makers in hospitals, clinics, and research labs.
Results Achieved
- 210 Qualified B2B Inquiries
- Cost per Inquiry: ₹357 (considered budget-friendly for the medical equipment sector)
- LinkedIn Engagement Rate: 4.1% (above industry benchmark)
- 6 New B2B Clients signed contracts for medical equipment
- Lead-to-Conversion Rate: 18% (strong conversion for B2B leads)
The cost per inquiry of ₹357 was considered economical, as the medical equipment sector typically has high-value contracts. The lead-to-conversion rate of 18% highlights the quality of leads generated through the campaign.
Client Feedback
The client was thrilled with the results, noting that the campaign brought in highly qualified B2B leads. The marketing agency’s targeted approach helped the client reach key decision-makers in the medical industry, and the CRM integration allowed for efficient follow-up and conversion.
Key Takeaways
- Paid campaigns can be an effective tool for generating high-quality B2B leads in the pharma & biomedical equipment sector.
- LinkedIn Sponsored Posts are particularly useful for reaching decision-makers in industries like healthcare and pharmaceuticals.
- Simple, product-focused landing pages and automated follow-ups increase the likelihood of lead conversion in the B2B space.
