Work / Medical education supply, international
Reaching an institutional buyer on a consumer platform
A supplier of medical education and healthcare simulation equipment, including simulated medications, manikins, diagnostics and lab furniture, sold to nursing and allied health programs. The international storefront serves buyers outside the US, and the advertising had to work for a buyer who does not behave anything like a retail customer.
At a glance
The problem they came with.
What was actually going wrong, before anything was built.
An institutional buyer, not a shopper
A lab manager does not add a manikin to a basket on impulse. There is a budget cycle, a procurement process and usually somebody else who signs.
A professional audience on a consumer channel
The platform is built around personal interests. Finding people who run a healthcare simulation program takes a different approach from finding people who like a product.
Medical creative draws scrutiny
Anything that looks like a medical claim or a clinical image gets reviewed closely, and a rejected account is a stopped campaign, not a slow one.
What we built.
Described by what it does for the business. How it is put together is a conversation we are happy to have, but it is not what this page is for.
Written for the person who runs the lab
The advertising speaks to educators and program leads in their own terms rather than talking to a general audience about medical products.
Pointed at the right storefront
Traffic lands on the international store, with the right currency and ordering routes, rather than on a US page that cannot serve them.
Judged on the inquiry, not the checkout
A catalog request or a quote is the step that matters for this buyer, so that is what the spend is measured against.
Creative built to pass review
Claims and imagery are kept inside what the platform permits, so campaigns keep running instead of being pulled mid-flight.
The results
What is different about the way this business runs now.
- Spend is measured against the step this buyer actually takes: a quote or a catalog request.
- International visitors land on the storefront that can serve them, in a currency they can order in.
- The advertising speaks to the person who specifies the equipment rather than to a general audience.
- Campaigns stay live, because the creative is built for a platform that reviews this category closely.
The channel was not designed for this buyer. Making it work meant changing what counts as a conversion, not shouting louder at the wrong people.
Other work like this
Is something in your business working like this?
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