Challenge In the interventional medicine space, the catheter-based treatment of structural heart disease has relied on access to the heart through the wrist (radial) for years due to its vast benefits. Despite similar proven benefits in approaching a peripheral procedure radially, interventional cardiologists (IC) continue to access targets through the groin. TIS sought to develop a buyers journey campaign that would increase awareness of the radial to peripheral approach benefits among ICs.
Solution As a pioneer in radial access, TIS was in the unique position to educate ICS. PHG and TIS developed TIS’ first ever buyers journey campaign with the goal to increase awareness of the benefits of the procedure among interventional cardiologists and generate sign ups for radial to peripheral trainings conducted by Terumo and faculty instructors.
TIS and PHG supported the initiative with a marketing strategy executed through first party research, messaging development, white paper creation, paid search, direct mail, paid social, email nurture campaigns, programmatic email, display, and landing page development.