Interacoustics provides innovative and easy-to-use solutions that ease the working lives of healthcare professionals.

Following a global brand refresh, Interacoustics Australia sought strategy and marketing support to better connect with current and potential clients.

Healthcare industry marketing needs to convey complex technical ideas in a way that suits and promotes the company’s innovation and integrity.

Strategy

Guided by the BEING Connection Strategy Model, a strategic workshop was the first step in developing effective healthcare industry marketing for Interacoustics. Discussion determined the focus on developing authentic, long-term relationships with current clients and cultivating new relationships with untapped markets.

Marketing efforts would include developing a local online presence, regular communications and promoting education in hearing, balance and awareness.

Following analysis of opportunities, the market, brand perception and identity, and competitors, a detailed 12-month marketing plan was developed. This outlined relevant dates, industry events, educational opportunities, content themes and both print and digital marketing actions.

Marketing

With email marketing prioritised to address all three strategic goals — increasing local awareness, promotion and communication — EDM design and content creation aims to deepen relationships with current clients and reach untapped markets. Calls to action encourage further interaction with the company and urge readers to contact the Australian team.

Copywriting support is key to healthcare industry marketing and establishing Interacoustics’ expertise, with articles promoting the benefits of new products and diving into complex research such as diagnosis and solutions for vestibular dysfunction in children.

Design

Interacoustics required a local website to convey their expertise to an Australian market and complement the company’s international site. Design falls within global brand guidelines, while prioritising content and contact information most relevant to Australian clients.

Winning tender design reflects the team’s friendly, personable service, with layouts placing a fun spin on the company’s trademark colour. Cobranded graphics emphasise Interacoustics’ consideration of the brief — differentiating the organisation from other audiological competitors.