0x

Increase in web leads year one after new website launch.

+0%

Followers in LinkedIn and Twitter increased 60%.

0 hires

Team audit led to 3 new hires, and 3 layoffs.

What we did: Marketing leadership, new site & blog, evolved team.

  • Team evaluation and hiring support
  • Hubspot marketing automation
  • New website with evolved core message
  • Online search marketing campaign (SEM)
  • Email campaigns
  • Blog: topic plan and blog writing
  • Social marketing: LinkedIn / Twitter

Selling software requires constant adaptation – competitors shift, customer needs change and your offering evolves. We needed to rapidly assess whether we had the right team and the marketing in place for our new product mix. MI got in, rolled up the sleeves and helped get us on target for growth in just months.

Byron Osing, Co-Founder Calgary Scientific


The challenge:
Expanding beyond medical market.

After gaining recognition for bringing medical images digitally to life, Calgary Scientific wanted to attract demand for their virtualization software from other markets. They wanted to know did they have the right marketing team and approach to make it happen?

Material Insight spent 6 months inside Calgary Scientific stepping in to direct marketing and evaluate the team. We put in place new marketing automation, new website and content marketing, and helped to select a great team to boost lead generation. 


The solution.

Calgary Scientific needed to maintain healthcare technology sales while launching PureWeb to expand into new markets. We evaluated marketing to date and the marketing team to see what needed to change to attract new interest. 

We decided to evolve the Calgary Scientific brand to appeal to three new target industries with two products, launched a new website, email campaigns, sales brochures, and a twice monthly blog and social engagement program to attract leads. In tandem, we let a few team members go and helped hire three new members.


New website broadens market reach.

The new keyword-targeted website presented both PureWeb virtualization and ResolutionMD medical products. The site boosted credibility by making big name partners visible. 


Blog helps double web traffic.

Remember this is 2012! Few were building search rank with bi-monthly expert content. We did and with infographics and technical topics like radiology and mobile health.


RSNA Conference for health lead gen.

Beyond a major presence on the conference floor, we ran a PR, email and social media content marketing campaign with videos the month prior and three weeks following RSNA to generate health prospect leads.


The result: 10x increase in web leads & capable team hires for growth.

When Calgary Scientific reached out to MI, they were concerned that their message and marketing team weren’t right for their ambitious plans to launch a second product and expand in new markets beyond medical.

Material Insight spent 6 months inside Calgary Scientific stepping in to direct marketing and evaluate the team. We put in place marketing automation, a new website and inbound marketing program to economically bring in leads from new markets and helped to hire a great team. Before we departed, we saw a major improvement in website lead generation starting to take shape.


0x

Increase in web leads year one after new website launch.

+0%

Followers in LinkedIn and Twitter increased 60%.

0 hires.

Team audit led to 3 new hires, and 3 layoffs.

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