Defining purpose, with a product launch.
ParkerWhite teamed with Fujifilm Sonosite to help launch two of its latest premium point-of-care ultrasound systems and to define their corporate messaging platform. From purpose and personas to social strategy and product launch, ParkerWhite has helped unify the brand vision and reinforce their industry leading market position.
What we did:
Product Launch Strategy
Social Media Strategy
Social Media Management
Lead Generation Strategy
Paid Media Management
Brand Workshop and Messaging
Beginning in the Discovery phase, ParkerWhite aimed to gain a deeper understanding of the team, culture, and brand direction. We started with a combination of an anonymous internal employee survey and key stakeholder interviews.
From there, we consolidated the results and highlighted underlining themes. In a full day workshop, we presented the results and conducted various group exercises with a select group of culture-driving leaders.
Armed with this knowledge, we were able to come back to the leadership team with a cohesive brand messaging platform.
Building and Implementing Core Values
Core values are great on paper but living them takes commitment. ParkerWhite worked with the Sonosite team on a rollout and implementation strategy to deliver a core value swag package while team members where home-based and established an acknowledgement internal campaign – all designed to reiterate the company’s values and share how employees are exemplifying them.
Brand Manifesto Video
Manifestos are great storytelling tools that inspire an organization and provide an emotional insight into an organization’s reason for being. Our Behind the Scan manifesto summed up the passion of what 20 years of pioneering point-of-care ultrasound has meant to the team and physicians who have come to rely on the technology across the globe.
Computer Generated Illustration and Animations
Working with an amazing animation team, we were able to communicate not only the beauty of the new Sonosite LX product, but quickly demonstrate the unique product design and functionality. The illustrations gave us a host of short segments that were utilized across all our marketing and communication channels.
Product Launch Campaigns
To build anticipation for the launch of Sonosite’s latest point-of-care ultrasound systems, ParkerWhite developed pre-launch and creative campaign for the Sonosite PX and Sonosite LX products. The campaign included emails, landing pages, social media, paid media ads, and video production. Creative and copy were segmented by target audience to ensure the most relevant messages were served to each to increase engagement and capture quality leads.
Launch Teaser and Landing Page
The teaser campaign was run for 3 weeks prior to launch date to build interest and generate top of funnel leads. The success of the teaser had customers signing up for early previews via a virtual demonstration of the product, all during the COVID-19 pandemic.
Social Media Strategy and Implementation
To elevate Sonosite’s social presence, ParkerWhite developed a robust Social Media Strategy that spanned LinkedIn, Facebook, Twitter, and Instagram. Building on the brand communication strategy we outlined social-specific communication pillars and the content that would fall under each, created a consistent creative look and feel, identified relevant hashtags, and established a social tone and voice. Using the Social Strategy as a guiding post, we continue to create monthly social media content for all four platforms.
Lead Generation Strategy
To successfully build a successful product launch, ParkerWhite developed a strategic approach that helped define the marketing tactics, channels to utilize, and available opportunities to spread awareness and generate leads.
Paid Media Ads & Management
We narrowed in on our target audiences and crafted messaging and creative that spoke to their pain points. This led to increased engagement and higher qualified leads.
To compile and report on all of the launch and ongoing campaign metrics, we developed executive dashboards to share across leadership and key stakeholders. We integrated all data across our paid media channels, analytics, CRM, and email platforms.
The Sonosite PX launch was the most successful in Sonosite history and we continue to build on the company’s strengths with ongoing marketing and lead generation programs.
We continue to drive qualified leads and opportunities that generate and estimated 10x return on paid media.
Leads generated per month
Qualified Leads Conversion Rate
From strategy to execution.
We partner with our clients to understand their business, people, and goals to provide practical solutions that deliver long-term success.