mHealth israel_B2B2C Bootcamp 2016_Ilan Nacasch_Syneron Candela
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Ilan Nacasch – CBO, Syneron Candela
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Transcript of mHealth israel_B2B2C Bootcamp 2016_Ilan Nacasch_Syneron Candela
B2B2C Marketing
or
B2C2B Marketing?
Ilan Nacasch
Lead Generation
Syneron Marketing Value Creation Wheel
Conversion
Patient Demand
Goals of Consumer Campaigns
• Key selling tool to prospect customers
• Drive device utilization for Recurring Revenues
• Build long term “Love Brands”
How we create
successful B2C
campaigns
Key principles
1. Outmart vs. Outspend
2. Go crazy! Create buzz and be talked about
Ultrashape B2C Launch
Print Ads Radio Digital
Social
Viral videos
Patient materialsCelebrity KOLs
Disruptive PR
Picoway Viral Video
Gentle Hair Removal B2C – Concept testing
11
Shave or Save
Leading choice of athletes For all shades
Get the legs without the legwork
“Shave or Save” qualified in Consumer testing
12
This ad is relevant to me
This ad is believable
Scale 1-4, 1 is best% of respondents that rated the ad 1
18% 38% 26% 22%
This ad is distinctive
Want to Learn more
Favorite ad
21% 40% 25% 18%
31% 27% 26% 20%
26% 37% 25% 17%
29% 32% 24% 20%
“Why Shave when you can Save?” campaign
Gentle Laser Hair Removal - Unique PR opportunity
• Ryan Lochte as Brand Ambassador
• 12 Olympic medals, 7 Gold
• 54% Awareness in the US
• >1M followers on Social Media
Ryan Lochte Campaign
Campaign Toolkit
Ryan Lochte – Post-Rio Termination coverage
720
Total Media Placements
2,547,055,147
Total Media Impressions
42,474,331
Total Social Impressions
Impact on Syneron Candela awareness
Syneron Candela Website traffic
Gentle Laser Hair removal Microsite traffic
Google Trends
8,533 sessions
10,649 sessions
How we leverage
B2C for B2B
Principles
1. Build on FOMO
2. Blur the line between B2C and B2B
3. Help your customers bring consumers in
4. Stay true to your end purpose
1. Build on FOMO
2. Blur the line
B2B BannerB2C Banner
B2C Print B2B Banner
Help your customers bring consumers
Thanks
