SONOSITE PX
Product Launch |Â 2020
Fujifilm Sonosite's Sonosite PX is a point-of-care ultrasound machine used by clinicians in a wide range of medical specialties. When this device was in development, its image quality, ergonomic design, and ease-of-use was praised by clinicians, and continues to be well-received.
The global launch of Sonosite PX started in the spring of 2020 amidst the COVID-19 pandemic, which dramatically shifted marketing plans. I oversaw the email production and user journey for this product launch.
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​The initial email teaser campaign was released in 5 languages and spanned 3 weeks. Following the teaser campaign was the official launch, which spanned 10 weeks. The campaign had emails, social media posts, paid ads, and virtual webinar demos, which successfully outperformed lead generation goals by 1300%.
Tour the Sonosite PX Email Campaign
THE TEASER CAMPAIGN
June 2020
The Sonosite PX teaser was highly anticipated due to it being the first new Sonosite product in 7 years. Many clinicians and other brands started to wonder if the leading point-of-care ultrasound company was "resting on its laurels", so the stakes were high.
In the years leading up to this teaser, marketing and sales did not have a new exciting product to talk about, but I was leading the digital transformation through my role in marketing operation by continually optimizing our email programs, rolling digital campaigns out on a regular cadence, cleaning and standardizing our data, bolstering our paid ads efforts, and improving our reporting. I took part in a 'tiger team' where I was tasked with executing the Sonosite PX email campaign.
TEASER EMAIL 1
This was the first teaser email of the Sonosite PX. It featured an image of the intuitive touch screen, which carried the design principle of de-cluttering and enabling clinician to quickly scan patients in chaotic environments such as the emergency room or ambulance.
The goal of the message was to introduce not only the Sonosite PX, but the suite of products to be launched shortly after. The layout of the email had a redundant CTA button to increase the likelihood of clinicians clicking to the landing page on desktop or mobile.
TEASER EMAIL 2
This was the second email of the teaser campaign and featured the "freeze" button image, which stops a scan on the Sonosite PX during a patient's study. It is a favorite feature for clinicians from the last generation, and carries through into the Sonosite PX. The copy hinges on the fact that our engineers and product developers don't design Sonosite's products they think clinicians will like. They actually spend thousands of hours with clinicians testing and listening to user feedback to optimize hardware and user-interface controls.
TEASER LANDING PAGE
This was the teaser landing page for Sonosite PX. It had a countdown clock that was adjusted to each region's launch time to generate excitement for the product's launch. The goal of this landing page was not only to hype the official launch date, but to get clinicians to sign-up and start conversations with sales about setting-up virtual demos during the COVID-19 pandemic. Utilizing ultrasound especially valuable during the pandemic because it can quickly diagnose pneumonia and fluid entering the lungs.
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This landing page was promoted through email, social media, and Google ads. Email was the biggest generator of leads out of these marketing channels. I believe it was due to it being a channel that requires an active opt-in by users and the brand campaigns that were running prior to the product launch because it built trust with Sonosite.
THE LAUNCH CAMPAIGN
July 2020
The official launch was 1 week after the last teaser email, which already exceeded lead-generation goals by this point of the campaign. It was surmised as the most digitally savvy launch that Sonosite has executed according to feedback from the company's internal survey. Having taken a large responsibility in creating the process for our team's marketing automation, I was ecstatic to see these results.
In a moment where tradeshows typically dominated promotions, the pandemic dampened plans of a live private launch event across the globe, so having as many digital channels available was essential. On the tail end of the email launch campaign, our team invited subscribers to live virtual Zoom webinars dedicated to each clinician's medical specialty and how the Sonosite PX could be used to detect illnesses.
LAUNCH EMAIL 1
This was the first Sonosite PX launch email used after the teaser campaign. Its copy focused on improved image clarity and the clinician being the inspiration behind the innovation of Sonosite's devices.
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Unlike the teaser campaign, the content was personalized by Sonosite's major medical specialty. For example, the ultrasound image produced on the device's screen is of a cardiac scan because it was for a clinician in emergency medicine. As the nurture campaign continues, the email copy started to talk about specific features based on the clinicians' medical specialty.
LAUNCH EMAIL 2
This was the 3rd email of Sonosite PX's launch. The email itself had a gif image, which demonstrated the innovative handle that can be pulled to bring the device closer to the patient's bedside. It was an important pain point to address since physicians who needed to get close to the patient would have a hard time seeing controls due to the viewing angle. The gif helped visualize Sonosite's solution in less than 5 seconds.
LAUNCH LANDING PAGE
This was the 2nd of 2 landing pages used for the Sonosite PX's launch campaign. The landing page was used across email, paid ads, and social media. It featured 'hot spots' where users could hover or tap to look at features of the Sonosite PX while the other landing page had a 40 second video. Of the 2 landing pages, this performed better. I believe this is likely due to the interactivity of the "hot spots" enabling users to control the pace of what information they were interested in learning about instead of passively watching a video.
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The overall landing page addressed key features of the device and always showed the Sonosite PX in it's advantageous "vertical" position. The copy continued to focus on the clinician being the inspiration for how the device was designed.
ELOQUA CANVAS
This was the United States' Eloqua campaign flow for Sonosite PX's official launch. As this was a global launch, my team and I had produced the campaign 8 times for different markets and in 5 languages (excluding British English). Producing the email campaign for different locales meant working with translations vendors, adjusting email designs to different language lengths, customizing tracking tags, and working through email deliverability issues. The amount of work coming through my team and I was immense and tedious.
In the end, it was worth it because the email campaigns produced 1300% leads above what the product launch originally targeted during the an uncertain time of the pandemic. As my team transitioned into sustaining campaigns, the Sonosite PX continued to generate leads which exceeded sales goals by the end of the Sonosite's fiscal year.
