A Leading Medical Device Company

WITNESSED A 10% INCREASEIn Conversions with Cybage

CYBAGE MARKETING SERVICES

Design Thinking

Content Marketing

CMS-drivenPersonalization

VideoProduction

MarketingAutomation

See more of our work

CampaignManagement

BUYER PERSONA - 1

Middle-Aged Adult & AboveAge: 40+ Years

Preferred language: EnglishEducation: Graduation & aboveOccupation: Business owner, medium-level management & above (desk-oriented job)Devices used: Smart phonesGeography: Tier-1 and Tier-2 cities

Characteristics: Is obese, diabetic or both Is a parent of a child who suffers from OSA Has sleeping troubles or is a heavy snorer Is digitally aware but has time management issues Concerned about weight gain but no time to manage Uses mobile phones for google search, accessing emails, reading news, WhatsApp and Facebook Lite Has family history of sleep disorders

BUYER PERSONA - 3

Existing CustomerAge: 40+ Years

Preferred language: EnglishEducation: Post Graduation & aboveOccupation: Business owner, medium-level management & above (desk-oriented job)Devices used: Smart phonesGeography: Tier-1 and Tier-2 cities

Characteristics: Is non-diabetic and non-obese but suffers from chronic sleep disorder Gathers extra information from the Internet Prefers using the sleep test device than taking nasal surgery Prefers communication through emails Lacks awareness about activities such as when to change CPAP machine’s filter and price range Faces challenges in communicating with ResMed after taking subscription for the CPAP machine Is comfortable with technologies such as chatbot

BUYER PERSONA - 2

Urban NativeAge: 24-34 Years

Preferred language: EnglishEducation: Graduation & aboveOccupation: Multinational Corporate, Retail, Banks, ITEs, HealthcareDevices used: Smartphones, tablets, laptop, desktopGeography: Urban and semi-urban cities

Characteristics: Is technology and digital media addict Has parents who suffer from OSA Cope with stress/daily work pressures Has a lifestyle that includes smoking and consuming alcohol Is a foodie and does not exercise

BUSINESS NEEDS

Increase awareness about “sleep apnea” & associated sleep disorders/conditions

Build brand awareness & increase market share

Capture leads based on intent & nurture them from the top to the bottom of the funnel

Motivate consumers to complete a home sleep test, participate in trials & take sleep coach sessions

Encourage qualified visitors to participate in therapy trials, device rentals & purchase

Convert buyers into brand advocates through an engagement strategy

SEO and Web Analytics SEO Technical Audit Website Design and Navigation On-Page & Off-Page Optimization Search Visibility Methods Tracking Gap Assessment

1 Awareness StageIntroduced marketing strategies for identified buyer personas (focused on sleep apnea searches)

Promoted sleep apnea-related social mediacontent

Executed lead capturing tactics: pop-ups & welcoming home gate for first-time visitors

3 Purchase StageLaunched intent-based paid campaigns for “sleep coach, sleep apnea device rentals and purchase”

Used marketing automation campaigns to increase website conversions

Optimized mobile landing page to increase device rentals & purchases through mobile

4 Retention & Cross-Sell StageLaunched referral programs, such

as ‘get a family member to start the trial with you & receive 30% off’

Encouraged bulk purchases & reactivated dormant customers

through upsell & cross-sell marketing campaigns

Automated reminders for machine supplies/accessories for existing

customers

2 Evaluation StageLaunched paid campaigns focused on home sleep assessment & sleep

device trials

Executed lead magnet strategies: wellness check survey, ask the sleep expert & sleep challenge

hashtag campaigns

Created “how-to” content & videos, & evaluated checklists for sleep assessment test & device trials

Content Marketing Content Gaps Analysis Customer Interviews Marketing Collateral Creation Website Content Curation Paid Content Promotion

Marketing Automation Integration of Sales & Marketing Activities (CRM, Email Marketing, Analytics, Content) List Building/Segmentation Lead Scoring Campaign Management

Paid Advertising Paid Campaigns Audit Competitor Research & Industry Analysis PPC Campaign Management (Google, FB, LinkedIn, Retargeting, Display) ROAS Improvement Tactics

Social Media Marketing Persona Targeting Business Page Management Promotions & Social Campaigns Creative Production Sponsored Video Content

THESOLUTIONS

STRATEGY IMPLEMENTATION – BUYER’S JOURNEY

Awareness

Evaluation

Purchase

Retention & Cross-Sell

BUSINESS IMPACT: SIX MONTHS

BUSINESS IMPACT

19% 10%

11%

09%

06%

14% 19%

Increase in sleep quiz responses on website (TOFU)

Increase in number of device purchase from website (BOFU)

Increase in number of prospects completing the sleep assessment (MOFU)

Increase in traffic from thematic search queries, such as “sleep apnea” (TOFU)

Increase in the number of sleep coach bookings (BOFU)

Increase in the number of device rentals from the targeted age group of 35-55 years (BOFU)

Paid campaign ROAS improvement

LET’S BOOST VISIBILITY

Leading connected medical device company with more than a million cloud-connected devices for daily remote patient monitoring.

Operates in approximately 80 countries, such as United States, Australia, France, Singapore, and India.

Prominent developers, manufacturers, and marketers of sleep analysis devices to treat and manage sleep-disordered breathing (SDB), including sleep apnea, chronic obstructive pulmonary disease (COPD), and other respiratory conditions.

Committed to make sleep analysis devices available to patients for treating Obstructive Sleep Apnea (OSA), the most common type of SDB* (Sleep-Disordered Breathing).

SpecialtiesSleep apnea, COPD, out-of-hospital care, home medical equipment, durable medical equipment, SaaS, remote monitoring, patient engagement, sleep, respiratory care, medical devices, health IT,

digital health, medical software, portable oxygen, ventilation, interoperability.

ABOUT OUR

CLIENT

BUSINESS CHALLENGES

Lack of awareness about sleep disorders, such

as “sleep apnea”

& “OSA” conditions

Poor brand visibility for keywords related to “sleep”,

“snoring” and “sleep apnea"

Less

conversions from organic search due to

lower keyword rankings

Low marketing-qualified and

sales-qualified leads

Low ROI from paid campaigns

Less

traction & engagement from the targeted

35-55 age group

Absence of lead nurturing strategy throughout the user journey

Lack of website UX/UI content optimization

* Business impact shown in terms of growth percentage when compared with the previous six months