Building brand awareness and driving lead generation for Synergy Surgical
Client Background: Synergy Surgical, formerly eSutures.com, is a wholesale liquidator of surgical disposables and sutures with over 20 years of experience. Traditionally, the company resold devices from established brands like Arthrex, Bard, Covidien, and Medtronic. In 2022, Synergy Surgical approached The Matchstick Group with a bold new goal: to introduce their own line of sutures and surgical disposables under the Synergy Surgical name.
While Synergy Surgical had a reputation for providing great customer service and fast turnaround times, launching their own branded line of sutures was a challenge. Clinical practices tend to rely heavily on trusted manufacturers for critical products like sutures, and making the switch to an untested brand was not an easy decision for most.
The Challenge: Our objective was twofold:
- Build awareness around Synergy Surgical’s new line of sutures.
- Generate high-quality leads while addressing customer concerns around switching from well-known suture brands to a new, unproven product.
Sutures are a product where clinical performance is paramount, and persuading healthcare professionals to try something new—especially from a previously unknown manufacturer—would require a targeted and creative approach.
The Matchstick Group’s Strategy: To alleviate concerns and create interest, The Matchstick Group recommended a hands-on approach. We proposed the development of a suture sample kit that allowed potential customers to physically test Synergy Surgical’s product before committing to a purchase.
Key elements of the strategy included:
Innovative Sample Packaging: We created a sample box designed to resemble an operating tray, which was both attention-grabbing and familiar to surgeons and clinical staff. This packaging emphasized the quality and professionalism of the product, making the samples feel more trustworthy.
Targeted Advertising Campaign: We launched a lead generation campaign that drove prospects to a landing page where they could request the sample kit. The advertising focused on the tangible benefits of trying the product first-hand, alleviating fears of switching to an unknown manufacturer.
The Results: The lead generation campaign was a resounding success, resulting in over 1,800 sign-ups from clinical practices, hospitals, and surgical centers. Each sign-up represented a high-value lead, as healthcare professionals engaged directly with Synergy Surgical’s product through the sample kit.
As a result of this campaign, Synergy Surgical’s new suture line now accounts for a significant portion of the company’s revenue, proving that even in a highly conservative market, building trust through tangible experiences can generate measurable business growth.
Key Takeaways for Medical Device Marketers:
- Remove Barriers to Conversion: Offering samples or trials can alleviate the inherent risk that comes with switching to a new product in the medical space.
- Creative Packaging Drives Engagement: Think beyond traditional marketing materials and find ways to stand out. In this case, a creative packaging solution made the sample kit feel like a trusted tool.
- Data-Driven Campaigns Can Fuel Lead Generation: With targeted advertising driving to a lead generation form, we ensured the sample kits landed in the hands of the most relevant prospects.