The Client

Edwards Lifesciences is a medical equipment company founded in 1958 that specializes in artificial heart valves and hemodynamic monitoring. With over 12,200 employees, Edwards Lifesciences is the global leader in patient-focused medical innovations for structural heart disease, as well as critical care and surgical monitoring. Driven by a passion to help patients, the company collaborates with the world’s leading clinicians and researchers to address unmet healthcare needs, working to improve patient outcomes and enhance lives.

The Client Goal

Years ago Edwards Lifesciences was developing their Hypotension Prediction Index, a powerful AI software upgrade for their existing hemodynamic monitoring platforms that enable clinicians to take proactive steps to avoid hypotensive events during surgery. Their primary challenge was that hypotensive events have been an underrecognized issue in surgery, so Edwards needed to first convince clinicians that hypotension is a bigger problem than previously thought. Once awareness of the issue was built with hospital administrators and clinicians, they then needed to translate that awareness into interest and engagement with their own Hypotension Prediction Index software and accessories that would help hospitals reduce risk and save lives.

The Solution

To first build awareness around the significance of the problem of hypotensive events, Killer partnered with the Edwards Marketing Team to develop an educational content strategy focused on three tiers of hypotension understanding. These tiers allow clinicians to “opt-in” to the level of content that spoke to their level of understanding.

This took the form of a series of interconnected webpages on the Edwards Lifesciences site, moving from beginner information to mid-level, to advanced. Each page included an introductory motion graphic, a series of graphics and charts to support claims, and multiple calls to action to learn more and connect with Edwards.

To drive clinicians to these pages, Killer developed a suite of marketing collateral to act as “entry points”. Each landing page was launched with a suite of email newsletters, social ads, SEM, digital ads, and print ads.

After a successful year of building awareness, Killer partnered with the Edwards Product and Sales teams to develop a go-to-market strategy that built on the knowledge sharing developed in the awareness campaign.

We focused on an approach of creating a “champion clinician” within each healthcare organization, building a strong relationship with that clinician and arming them with collateral to champion the HPI product within their practice. The anaesthetist was the clear target for this effort, as they have the most control over a patient’s hemodynamics within the operating room.

We produced a variety of collateral to support the sales staff in building strong relationships with these “champion clinicians”, including competitive analysis quick-reference guides, interactive cost calculators, and a leave-behind video box that contains a video screen playing a custom education video of the HPI product.

Additional materials included a print brochure on the product, a poster on hypotension, and business cards, allowing room for the inclusion of future collateral as needed.

A workbench of assets created for Edwards Lifesciences to extend a unified visual language across many campaign deliverables.

The Results

The results were astounding for Edwards Lifesciences. The new web presence created by Killer quickly became the most successful content campaign in the company’s history, driving significant growth in new business and revenue. The sales collateral Killer created has equipped the global sales force with the tools needed to sell HPI.

In the first 3 months of the new website campaign

3,000

Total Page Visits

22mins

Average time on site