Carestream Ultrasound ‘Infection Control’ Campaign
Our strategy for the Carestream Ultrasound Infection Control Campaign was to tell our audience of ultrasound supervisors and radiology managers how simple it can be for their departments to support infection control initiatives with the Carestream Touch Prime Ultrasound System.
Carestream’s system is uniquely designed with a sealed all-touch control panel that makes cleaning a breeze. Traditional systems have all sorts of buttons, knobs, keys, and a trackball infamous for catching germs and debris that make cleaning difficult. The direct mail illustrated this difference with rigid buttons adhered to the front, and a clear flat interface inside that was stamped with soluble germs. Using the enclosed alcohol swab, recipients could wipe away the germs to demonstrate just how easy it is to disinfect the system.
The theme continued through the email and landing page, which contained a game that timed participants on how fast they could virtually clean Carestream’s system compared to one with knobs and keys. Unlike the Carestream Touch, multiple tools were needed to clean the traditional system. Participants could then challenge friends by sharing their scores on social media.
The message was also aligned in a blog post on Carestream’s EverythingRad promoting the game, and included a checklist of steps to clean traditional systems compared to the Carestream Touch.
Follow-up telemarketing confirmed a successful reception of the integrated campaign, with a thriving 33% lead rate for those reached via phone, and a $1.8M opportunity value.
Demonstrate the ease of cleaning the Touch Prime Ultrasound through all channels of the campaign
Drive traffic to the landing page from both the direct mail PURL and blog post to play the Infection Control Game and share through social media
Generate a 20% lead rate