13,000
valuable leads across Europe
BD Oncology
Transforming Oncology Care: Loop Digital's Strategic Marketing Solution for BD Oncology
£250k to £2m
potential order value for each lead
£2 billion
est. to contribute to bottom line within the next 2yrs
Read Time: 7 minutes
The world of oncology care is a complex landscape, filled with challenges that demand innovative solutions. With over 3.7 million new cancer patients in Europe each year, the increasing number of cases adds significant strain on healthcare systems. Coupled with this is the escalating treatment cost of cancer care, which now stands at 199 billion Euros and continues to rise due to the growing patient load and the high cost of new drugs.
This situation creates immense pressure on healthcare providers to optimise drug usage and minimise waste. Amidst this intricate environment, BD Oncology, a division of the global medical technology leader, recognised an opportunity to revolutionise the entire oncology pathway.
With a steadfast commitment to enhancing healthcare delivery worldwide and a turnover of $17.5 billion, BD Oncology embarked on an ambitious journey to develop the first and only end-to-end solution designed to transform oncology services from prescription to preparation and administration. Their vision was bold, but they understood that effectively communicating the value proposition of such a groundbreaking offering required a strategic and comprehensive marketing approach.
Client’s Objectives and Goals
While BD Oncology’s internal team had laid the groundwork for their innovative solution, they recognised the need for a partner who could take their marketing efforts to new heights. This realisation led them to Loop Digital, a leading digital marketing agency renowned for its innovative, data-driven solutions and a proven track record of delivering tangible results.
Loop Digital was onboarded to embark on a journey that would not only generate leads but also provide a measurable return on investment for BD Oncology’s marketing spend. The objectives were clear: understand the target audience and produce tailored marketing campaigns that would resonate with their unique needs and pain points, ultimately driving significant lead generation and contributing to BD Oncology’s objectives and goals.
Challenges
From the outset, Loop Digital recognised that this project presented a unique set of challenges. When Loop Digital took on BD Oncology’s project, they faced a landscape where manual processes and paper systems often left critical departments disconnected, risking therapy compromises in oncology—a field already vulnerable to errors in prescription, preparation, and administration. Specific issues include drug misdosing and drug wastage both life-threatening and extremely expensive. Add the risk of chemotherapy contamination for healthcare professionals, and the stakes couldn’t be higher.
Moreover, the challenges in terms of marketing communication, includes challenges with transformative solutions across multiple countries, each with its own language, cultural nuances, and buying motives. This wasn’t just about translating words; it was about translating innovation, emotion, and hope into messages that resonate locally while serving a global mission.
Complexities of the Client’s Challenges
Moreover, the oncology sector itself is a highly specialised and technical domain, necessitating a delicate balance between conveying complex information on treatment plans and maintaining a level of accessibility that would resonate with the target audience.
Oncology care involves increasingly complex treatment plans and a patient pathway that spans multiple, often disconnected departments. Manual processes and paper-based systems used to transfer patient data and administer treatments contribute to medication errors, inefficiencies, and hazardous drug exposure for healthcare workers.
- For instance, manual data processing can cause medication errors during prescription (24.6%), preparation (16%), and administration (54%).
- Disconnected departments along the pathway from prescription to compounding and administration create bottlenecks.
- Ineffective scheduling and manual drug preparation increase waiting times and risk therapy compromises.
These compounding factors make it hard to maintain a safe and efficient care pathway for patients, especially with the rising demand for chemotherapy services.
Undeterred by these hurdles, Loop Digital embraced the challenge, leveraging their expertise to develop a comprehensive strategy that would position BD Oncology as the preeminent solution provider in the oncology space.
Marketing Strategy
At the core of Loop Digital’s approach was a meticulous persona development process, which aimed to create detailed profiles of BD Oncology’s target audience. This effort involved extensive research and analysis, encompassing the roles, responsibilities, challenges, and pain points of four key buying personas: nurses, pharmacists, oncologists, and Chief executives.
Through this in-depth exploration, Loop Digital gained invaluable insights into the unique perspectives, communication preferences, and decision-making processes of each persona. This understanding formed the foundation upon which the entire marketing strategy was built, ensuring that every aspect of the campaign was tailored to resonate with the specific needs and concerns of the target audience.
Armed with a deep understanding of their target personas, Loop Digital crafted a comprehensive inbound marketing campaign that seamlessly integrated various digital marketing channels, including search engine optimisation (SEO), pay-per-click (PPC) advertising, social media marketing, video production, content creation, and marketing automation.
This multi-faceted approach was designed to engage BD Oncology’s audience at every stage of the buyer’s journey, from initial awareness to consideration, decision-making, and ultimately, retention and advocacy.
By positioning BD Oncology as a trusted partner and subject matter expert, Loop Digital aimed to establish a strong foundation of trust and credibility, ultimately guiding prospects through a seamless and engaging journey towards becoming loyal customers.
Multi-Channel Marketing Approach
At the core of Loop Digital’s approach was a meticulous persona development process, which aimed to create detailed profiles of BD Oncology’s target audience: nurses, pharmacists, oncologists, and C-suite executives. Armed with these insights, Loop Digital crafted a comprehensive inbound marketing campaign integrating various digital marketing channels.
Search Engine Optimisation (SEO): Recognising the importance of digital visibility, Loop Digital implemented a robust SEO strategy that aimed to enhance BD Oncology’s online presence and improve organic search rankings. This involved optimising website content, conducting keyword research, and implementing technical SEO best practices to ensure a seamless user experience across all devices.
Pay-Per-Click (PPC) Advertising: To complement the organic search efforts, Loop Digital developed targeted PPC campaigns, leveraging persona-specific pain points and challenges to capture the attention of potential customers. These campaigns were meticulously crafted to deliver highly relevant and compelling messages, driving qualified traffic to BD Oncology’s website and nurturing leads through the sales funnel.
Social Media Marketing: Understanding the power of social media in today’s digital landscape, Loop Digital executed a comprehensive social media strategy that leveraged platforms such as LinkedIn, Twitter, and Facebook. Through targeted advertising campaigns and engaging content tailored to each persona’s preferences, Loop Digital aimed to foster brand awareness, establish thought leadership, and nurture meaningful connections with BD Oncology’s target audience.
Video Production and Content Creation: Recognising the importance of delivering information in a visually compelling and easily consumable content format, Loop Digital, in association with our creative partner, The Outlook Creative Group, invested in the production of high-quality video content and informative written materials through content marketing.
These assets not only served to educate the target audience but also showcased BD Oncology’s industry expertise and innovative solutions, further solidifying their position as a leader in the oncology space.
A cornerstone of this planning was the production of a series of cinematic-quality short films. These films had several key objectives:
- To help BD understand the challenges oncology services are facing, including safety concerns, medication errors, waste, healthcare worker safety, and inefficient processes.
- To explain how BD can support C-suite executives, pharmacists, oncologists, and nurses in their daily practices.
- To position BD as the unique end-to-end partner, with BD Cato as an anchor product and the launch of BD Duo BCMA.
- To introduce new evidence and involve Key Opinion Leaders (KOLs) to ensure correct messaging.
Marketing Automation: To streamline lead nurturing and ensure a seamless customer experience, Loop Digital crafted and implemented a robust marketing strategy, using the customer’s existing marketing automation platform. This strategy enabled personalised communication with prospects at every stage of the buyer’s journey, providing timely and relevant information while facilitating a smooth transition from initial interest to closed sales.
Solutions and Key Metrics
Loop Digital’s strategic approach for BD Oncology yielded remarkable results, transforming marketing efforts into tangible business outcomes. By leveraging data-driven insights and a multi-channel strategy, Loop Digital not only generated an impressive volume of leads but also set the stage for significant revenue growth such as follows:
- Comprehensive Marketing Strategy: Loop Digital’s approach for BD Oncology showcased their expertise in data-driven, ROI-focused solutions.
- Lead Generation: Loop Digital generated more than 13,000 valuable leads across Europe.
- Potential Order Value: Each lead represented a potential order value ranging from £250,000 to £2 million.
- Financial Impact: The efforts are estimated to contribute over £2 billion to BD Oncology’s bottom line within the next two years.
- Remarkable Achievement: This campaign is celebrated as BD Oncology’s most successful marketing effort to date.
Beyond the impressive lead generation and revenue figures, Loop Digital’s strategic approach and meticulous execution showcased their ability to navigate complex industries, overcome language and cultural barriers, and deliver tangible results that directly impact their client’s bottom line.
The success of this campaign not only reinforced Loop Digital’s position as a leader in the digital marketing space but also served as a testament to the power of persona-driven, inbound marketing strategies in capturing the attention and trust of highly specialised and discerning audiences.
The success of the Collaborative Partnership with Loop Digital and BD Oncology
Throughout this journey, Loop Digital fostered a collaborative partnership with BD Oncology, working closely with their team to ensure a seamless and effective marketing campaign. By leveraging their deep industry knowledge and expertise, Loop Digital was able to navigate the intricacies of the oncology sector, delivering a tailored solution that resonated with BD Oncology’s target audience.
The collaborative partnership between Loop Digital and BD Oncology continues to thrive, with the project serving as a foundation for future successes. Having reached a significant milestone, the internal marketing team’s ability to seamlessly take the baton and run with it speaks to the strength of the foundation laid by Loop Digital and the enduring value of our strategic approach.
The success story of our collaboration stands as a shining example of the power of strategic marketing to drive meaningful change, even in the most complex and challenging industries. Loop Digital’s ability to deliver exceptional results and empower BD Oncology’s internal team showcases the agency’s commitment to creating lasting value for their clients, setting a new standard for excellence in the digital marketing landscape.
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