Driving Digital Growth for Broselow Tape

About the Client

Objective

To scale awareness and adoption of the Broselow Tape among U.S. healthcare professionals  specifically emergency physicians, pediatricians, paramedics, and hospital procurement teams  by generating qualified leads through digital marketing channels.

Challenges

• Highly niche medical product with a specific audience (physicians, ER teams).
• Limited prior investment in digital outreach or performance marketing.
• Lack of clear online funnel for lead capture or conversion optimization.
• Audience required educational content to fully understand the clinical impact of the tape.

Our Strategy

1. Audience Segmentation & Persona Creation

• Created personas for:
   
  • ER Physicians (hospital-based decision-makers)
  • Pediatricians (clinical educators)
  • Paramedics/EMTs (tactical end-users)
     
• Layered behavioral targeting using job titles, medical interest groups, and hospital affiliations on LinkedIn, Google, and Meta platforms.

2. Full-Funnel Campaign Setup

• Top of Funnel (TOFU):
   
  • Video ads explaining Broselow Tape in action.
  • Short reels on pediatric emergency scenarios with length-based dosing.
     
• Mid-Funnel (MOFU):
   
  • Case studies and explainer carousel ads.
  • Retargeting website visitors with brochure downloads and webinar invites.
     
• Bottom Funnel (BOFU):
   
  • Lead-gen forms for demo requests, bulk purchase inquiries, and trial kits.
  • Email automation flows for nurturing leads post-download.

3. Landing Page & Lead Magnet Optimization

• Built high-converting landing pages with:
   
  • Clinical validation and endorsements (PALS, AHA references).
  • Device usage videos.
  • “Request a Free Sample” and “See Tape in Action” CTAs.
     
• Integrated CRM with UTM-based lead tracking.

Results (First 90 Days vs next 90 days)

Key Growth Drivers

• Smart segmentation ensured clinical relevance of every ad.
• Used medical authority signals like “PALS-compliant” and “used in 90%+ US hospitals.”
• Optimized video creatives showcasing real hospital emergency scenarios.