ResMed (NYSE:RMD) changes lives with award-winning medical devices and cutting-edge cloud-based software applications that better diagnose, treat and manage sleep apnea, chronic obstructive pulmonary disease (COPD) and other chronic diseases. The global leader in diagnosing, monitoring and treating sleep apnea and other chronic sleep disorders, ResMed helps remotely monitor over 2 million patients via their patient-connected medical devices every day.
CPAP devices, used to treat sleep apnea, have traditionally been large and relatively importable, limiting the ability of users to travel. The AirMini™ changes all this by being small, sleek and ultra-portable: it has a battery backup, so you can take it on a plane or train, and it connects to the ‘MyAir’ app, allowing users to monitor their treatment and the quality of their sleep at home or on the go.
To launch the AirMini in the EMEA region, ResMed needed help devising and executing a digital strategy to raise product awareness, and drive traffic to their ecommerce channels.
What we did
Manifesto worked with the team at ResMed to understand the key audiences and objectives for the campaign, before producing landing pages, digital content and advertising assets to support a European launch of the new portable AirMini CPAP solution. We were also enlisted to manage the digital campaign itself in the German market.
ResMed have historically sold their products through clinics and healthcare providers. This would be the first time they were marketing devices directly to consumers. They needed to execute a campaign to inform CPAP users with authentic, relatable content at the time they were researching their purchasing decision, and empower them to influence their health advisors.
The campaign was divided into two phases, before and after the launch of the new product. In the pre-launch phase, the aim was to use teaser content to generate interest in the AirMini and capture the details of potential customers. In the post-launch phase, the objective became driving qualified traffic to increase sales.
Original motion content
To provide CPAP users with authentic, relatable content to help them in their purchasing decision, we invited several sufferers of sleep apnea to record video diaries of their experiences with the AirMini over a four-week trial. We gave them GoPros to keep the videos as immediate and intimate as possible. Our subjects were representative of typical customers – people whose lives had been transformed by the improved quality of sleep that CPAP allows – and were able to talk our audience through important moments during the trial, providing authentic feedback on the impact of the new ultra-portable device. This included the reactions of the new users (used to bulky, cumbersome CPAP machines) to unboxing the small, sleek product, which made excellent teaser content for the pre-launch phase.
The result was a 2-3 minute film for each subject – authentic, relatable content to help educate potential customers about the benefits of the new solution. We were also able to produce a promotional film which combined the experiences, and targeted clips for use in social media and on YouTube.
We worked with the team at ResMed to design and build an AirMini microsite, using the stories of our trial subjects to connect with potential customers. The clean design, which makes use of full-width images, emphasises the product’s features and USPs in terms of the impact on customer lifestyle.
We selected Facebook and the Google Display Network (GDN) as the most appropriate channels to reach the pre- and post-launch objectives. There were a number of targeting options available to allow us to reach people who suffer from sleep disorders or are interested in related products, both in GDN and Facebook.
In the pre-launch phase, both channels were optimised using CPM (cost per 1,000 impressions) bidding. This ensured the message reached as far as possible on the allotted budget. In the launch phase, this switched to CPC (cost per click) bidding.
How it went
The campaign delivered 5,993,763 impressions, more than two and a half times the initial estimate. In the post-launch phase we set the target of driving 9,800 clicks to the landing pages. The campaign delivered 19,954 clicks, more than double the initial estimate.
ResMed’s web traffic increased to over three times the normal amount during the campaign. Sales were also said to be performing at twice the expected rate, with a month’s worth of forecast sales in two weeks.
How this helps us on your project
As a full-service agency we’re able to handle all aspects of your digital campaign, from designing customer journeys and acquisition strategies through to digital design, build and content creation. We’ll work with you to fully understand your audiences and business goals to ensure you achieve the maximum ROI from your campaign.