Sony

Industry

Healthcare, Medical Imaging, Digital hospital solutions (B2B), SaaS

Services
Persona Development
PPC / Paid Media/Retargeting
Social Media Marketing (Paid LinkedIn & Twitter)
Audience Targeting & Segmentation
Conversion-Focused Campaigns (Lead Gen Funnels)
Performance Analytics & Optimisation

Challenges & Goals

  • Drive research-paper downloads and webinar sign-ups.
  • Create awareness and target Hospitals across EU and UK.
  • Reach highly specific audiences (surgeons, oncologists, IT, and management) across multiple EU markets.
  • Launch Twitter as a new paid channel while maintaining efficiency.
  • Improve traffic quality after prior underperformance from other channels.
  • Test oncologist targeting, which had not been run before.
A diverse group of adults at work, enjoying a casual meeting indoors with focus and smiles.

Our Solutions

  • Built a dual-channel paid strategy across LinkedIn and Twitter.
  • Developed 4 Personas for Surgeons, Clinicians, Admin/Finance and Tech users.
  • Used precision targeting on LinkedIn via job titles, member skills, and company industries.
  • Deployed Twitter targeting with healthtech/medtech keyword clusters and follower lookalikes.
  • Split audiences and budget to benchmark segment-level efficiency.
  • Ran lead-focused ad formats (single image/video + lead forms) tied to gated content and webinars.

Results Acheived

  • Campaign model total: 2,073,313 impressions, 10,505 clicks, and 113 leads on £12,285 spend.
  • LinkedIn: 153,782 impressions, 907 clicks, 45 leads (0.59% CTR).
  • Twitter: 1,919,531 impressions, 9,598 clicks, 67 leads (0.50% CTR; £91.43 CPL).
  • Segment analysis highlighted strongest lead volume in Management on LinkedIn, while Twitter keyword targeting contributed the majority share of Twitter leads.

Turn marketing into measurable pipeline

Orbient Marketing aligns brand, demand and web into one plan you can track and improve. Fewer handoffs, faster cycles, clearer reporting.

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