Challenge

When we partnered with CMR Surgical in 2022, they lacked a social media strategy, resulting in minimal growth. Since then, Madano has supported CMR to increase their LinkedIn follower growth by 70% and delivered comprehensive digital strategies.

Our recent challenge was to engage key NHS decision-makers and keep CMR top of mind ahead of procurement decisions.

Approach

To effectively reach and engage key NHS decision-makers we conducted stakeholder interviews involved in surgical device procurements. These interviews were to understand channel preference, content, formats and behaviours.

Simultaneously, we gathered insights from CMR customers on content and channel preferences while running a 6-week LinkedIn campaign to better understand CMR's target audience and boost CMR awareness.

Impact

We conducted three interviews with representatives from different hospitals. Using these insights, we pivoted our strategy to successfully reach NHS audiences, resulting in increased brand awareness and surpassing CMR's digital benchmarks. These insights will also inform our 2025 digital strategies.

The latest campaign results

• 250,000 impressions secured
• 1,600 total clicks
• 0.78% average click-through-rate (benchmark: 0.62%)
• 1.37% average engagement rate (benchmark: 0.87%)

If you need help with your digital strategy or paid media amplification plans, contact Madano's digital specialists.