While launching the new MIG branding and website in early March 2020, the COVID-19 crisis struck. MIG required an urgent response to demonstrate the support they could offer to the NHS and private healthcare facilities. We immediately had to adapt the launch to inform users on how MIG can support key players in the Health Trust supply chain during the pandemic.
We fast-tracked the launch of the new MIG corporate website and rapidly developed and integrated a COVID-19 Support Hub, which offered clear and concise advise on adapting healthcare facilities to help fight the Coronavirus.
Within 2 weeks of the launch, we developed and launched 6 new products and services and implemented a communications campaign focusing on key people in the supply chain. The content included product renders, brochures, case studies and technical datasheets.
A key channel to market was the development of a COVID-19 LinkedIn campaign – we utilised both the Company Page and Director’s profiles to target key decision-makers within healthcare procurement and operations to ensure they understood MIG’s offer within a densely populated market.
The campaign was efficient and successful. Within one week, there were more users visiting the site than there had been in the previous 12-months.
The average session duration on the site was 4m 30s – considerably higher than the industry average of 2m 18s. Statistics reveal users visited 55% more pages on the website and they were engaging with a number of pages when visiting the site – demonstrating that the UX and content was targeted and of interest.
The social media campaign was the key awareness and engagement channel. The rate of engagement was over 5,300 impressions, with one Director’s profile seeing an 1,115% increase in profile visits.
MIG news releases that were distributed during the campaign generated interest from national press titles, Channel 4 News and The Independent.
We successfully delivered 44 enquires between March – May 2020, resulting in revenues of circa £2.8m.
Take a closer look at the MIG corporate website and its COVID-19 Support Hub here.
From our initial success of this project, we are pleased to announce that we have been shortlisted for 2 awards by the UK Agency Awards 2020.
As finalists in the Campaign Effectiveness Award & Best Crisis Communications or Response Campaign, it is an incredible achievement and a testament to the standard of quality that we as a marketing team produce for our clients.