Carestream

Carestream Health is a leading provider of dental and medical imaging systems and healthcare IT solutions; molecular imaging systems; and x-ray film and digital x-ray products.

Tech Bay Leaf enjoyed 8 years plus collaboration on offline communication with Carestream Health, formerly known as the Kodak Health Group. It is an independent subsidiary of Onex Corporation, Toronto, one of Canada’s largest corporations in Medical imaging and information technology solutions. Tech Bay Leaf works closely with the Carestream marketing team and was instrumental in transforming the Canadian-American brand to adapt to the Indian ecosystem. Customization was deliberated without diluting the parent branding guidelines or the inherent philosophy.

Objective

Drive conversion through developing tools/collateral for supporting the sales team and building brand awareness. Educate customers about radiology solutions and increase digital presence. Build a solid reputation, and establish Carestream as the expert in medical imaging, given its lineage and established expertise.

Strategy

Tech Bay Leaf has been a Marketing communication partner since 2011, providing strategic solutions both in the traditional and digital ecosystem.
In addition to increasing sales, the focus was to communicate and increase the brand’s value proposition and build trust.
We did this using Sales collateral – print and digital, audio-visuals to assist sales teams as well.
Online and offline lead generation, PR material for trade journals, newsletters, exhibition strategic branding, exhibition online presence to increase footfalls & engagement to generate leads.
Furthermore, involving the doctor fraternity through continuous learning programs and E-Radiograph.
Competitor analysis, determining competitor activity using keywords and related tools to target competitors.
Online reputation management and social media to increase brand awareness, increase inbound traffic, improve brand loyalty and authority, through leadership programs, etc.

Result

We changed our approach from awareness to education. Not just marketing radiology services, but marketing better healthcare. This improved their doctor interactions, CTR and conversions. ROAS increased from over 90% to over 300%. Cost per lead, click-through rate and cost per impression have significantly reduced.