PERSONAS, JOURNEY MAPPING & CONTENT STRATEGY
Medtronic - EleVision™ II Imaging System
Assignment
Develop a strategy that will help guide hospital surgeons and procurement through the marketing cycle, from awareness to purchase and post-purchase support of the new EleVision™ II Laparoscopic Imaging System developed by Medtronic.
Approach
Leveraging qualitative research, I created personas and their respective user journeys that lead to the development of effective content strategies and communication planning.
Primary Goal
Drive awareness, preference and demand of the EleVision™ II Imaging System
Become known as a trusted leader in visualization products for laparoscopic procedures
User Research
21 hospital administrators took part in 55-minute web-assisted telephone interviews across the US and Europe in April 2021.
Discussion covered a range of topics, including:
Respondent role in buying process
Satisfaction with current visualization equipment
Most recent visualization purchase experience
Detailed discussion of buying process for visualization equipment
Introduction to the EleVision™ II portfolio
Review of key messages for the EleVision™ II portfolio
Personas
Personas were developed to highlight key behaviors and insights for primary users within a hospital environment.
Journey Mapping
Once personas were established, user journeys were created across decision & purchasing phases specifically looking at motivators and barriers, customer insights, decision drivers and engagement strategies to best target.
Content Strategy
Created a brand content strategy for use across digital channels to build awareness and interest in EleVision™. Leveraged social, search and email to drive users to a hub of information that empowers surgeons and procurement to make decisions that are best for them, their staff and hospital.
Website Strategy & Wireframe
Created new landing page that highlights EleVision™ 4K+ system messaging and key differentiators and acts as a hub for resources and information. Connects to the MDT Covidien Visualization Solutions webpage:
Incorporated variety of brand created content - infographics, articles/research (data proof), competitive information, patient stories, economic value model & product videos
Prioritize targeted content for what’s important to surgeons and procurement
Surgeons:
How does it work and how will it work for me and my department
How will it improve my hospital’s patient outcomes
How will it impact my budget
How does it compare to the competition
Procurement:
How can I make it work from an economic perspective — will it fit in the overall budget
Will it deliver what my surgical staff needs/wants (case studies)
How does it compare to the competition
Email Strategy & Wireframe
Developed a buyer journey email drip campaign with content variations for targeted persona groups: Email opt-in form on landing page drove targets to the email drip campaign journey.
Digital Ads Copywriting
Wrote Digital Ad copy to connect directly to surgeons and procurement where they are looking for information and through online research.
