Biogel Experiences

Reinvigorating Healthcare Brand

Challenge

Healthcare digital marketing agency, Embrace were tasked with reinvigorating the Biogel brand.

Biogel is one of the best-known surgical glove brands in the world, a premium product in an increasingly competitive market. In 2013, the brand was celebrating an anniversary year however, beyond this, there was little product news in the pipeline for thesales teams.

The brand needed a new development to enhance its reputation and protect market share.

Strategy

Research revealed that Biogel was seen as the #1 glove for surgeons when it came to protection and comfort, with many passionate advocates of the brand. Healthcare digital communications agency Embrace’s solution therefore leveraged the brand heritage, interesting user stories and wealth of educational material surrounding Biogel surgical gloves.

We created the biogelexperiences.com site which featured both educational content, inspiring video journals and user experiences: clinicians could upload their story, incentivised by a Mölnlycke Health Care donation to Operation Smile, a charity supported by Biogel.

The campaign synced with social media channels, facilitating and encouraging shared content.

Result

One of the best healthcare digital marketing strategies, the core website launched in May 2013 with counterparts in Australia, Germany, Denmark, Finland, Norway, Sweden and the UK, all of which have consistently attracted highly engaged traffic.

The goal conversion rate has been higher than average at 12.5%; a low bounce rate of between 18.55% - 40.77% and engagement of up to 9 minutes 55 seconds. The latter was supported by the creation of an interactive quiz, which was key in leading users to visit the product page and opt in to sample the products.

The goal conversion rate has been higher than average at 12.5%

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