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ADV 420 Final Presentation Stryker_Blanchard

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Kendall Blanchard

This document outlines a digital marketing campaign for Stryker, a leading medical technology company. The campaign aims to increase Stryker's client base in the US by adding 5 more hospitals/doctors and expand into 3 new countries. Key tactics include search engine optimization, pay-per-click ads, social media posts, and maintaining a blog. Performance will be tracked using analytics tools and custom landing pages. The annual budget is $500,000 to be allocated towards SEO, PPC, social media, blog content, and more over the 12-month timeline.

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ADV 420 Final Presentation Stryker_Blanchard
ABOUT S T R Y K E R - Leading medical technology company - Offer reconstructive, medical/surgical, neurotechnology, and spine products - Products sold in over 100 countries - Based in Kalamazoo, MI
TARGET AUDIENCE TA R G E T A U D I E N C E A - Doctors and Hospitals/Healthcar e facilities within the U.S. - Current customers - Potential customers TA R G E T A U D I E N C E B - Doctors and hospitals/healthcar e facilities overseas - Current customers - Potential customers
BIG IDEA - End goal of our digital marketing campaign - increase client base in the United States - Add at least 5 more hospitals and/or doctors -expand reach to more countries worldwide - Add at least 3 countries -boost brand awareness - Online and internationally
KEY PERFORMANCE INDICATORS - Google Analytics - Track success rate of content we put out - Landing Pages - Create custom landing pages to track trends - Use purchasing power to have links to landing pages on current client websites - Social Media - Track likes on content
- Blogging - Create and maintain an impressive, smart blog - Have doctors, medical engineers, customers, etc. guest write - SEO - Increase internet visbility - Google AdWords - Keyword Research - Stryker Medical Equipment - Comp.: Medium - Suggested Bid: $1.86 - Stryker Medical Devices - Comp.: Low - Suggested Bid: $5.31 - Stryker Medical supplies - Comp.: Medium - Suggested Bid: $3.65 TOOLS & TACTICS
- Social Media - Create and maintain various social media profiles - Facebook and Twitter - Gain following - Post ads, links to landing pages, blog, etc - PPC - 1-2 ads every 2 months using Google AdWords TOOLS & TACTICS (CONT.)
BUDGET - $9.0 billion in revenue last year - Estimated budget for digital marketing campaign: $500,000 per year - Roughly $50,000 per month - SEO: $10,000 - PPC: $15,000 - Social Media: $15,000 - Blog: $2,500 - Content: $7,500
TIMELINE - Timeline for digital marketing campaign is 12 months - Release new PPC ad every 2 months - Have products in 1 new country every 4 months - Have products in 1 new hospital/doctors office every 2 and a half months - Continually update blog twice every month - Post on Twitter and Facebook weekly
SUMMARY - Goals -Boost brand awareness -Increase client list within the United States -Have products in more countries -Increase internet visibility - Thank you!

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ADV 420 Final Presentation Stryker_Blanchard

  • 2. ABOUT S T R Y K E R - Leading medical technology company - Offer reconstructive, medical/surgical, neurotechnology, and spine products - Products sold in over 100 countries - Based in Kalamazoo, MI
  • 3. TARGET AUDIENCE TA R G E T A U D I E N C E A - Doctors and Hospitals/Healthcar e facilities within the U.S. - Current customers - Potential customers TA R G E T A U D I E N C E B - Doctors and hospitals/healthcar e facilities overseas - Current customers - Potential customers
  • 4. BIG IDEA - End goal of our digital marketing campaign - increase client base in the United States - Add at least 5 more hospitals and/or doctors -expand reach to more countries worldwide - Add at least 3 countries -boost brand awareness - Online and internationally
  • 5. KEY PERFORMANCE INDICATORS - Google Analytics - Track success rate of content we put out - Landing Pages - Create custom landing pages to track trends - Use purchasing power to have links to landing pages on current client websites - Social Media - Track likes on content
  • 6. - Blogging - Create and maintain an impressive, smart blog - Have doctors, medical engineers, customers, etc. guest write - SEO - Increase internet visbility - Google AdWords - Keyword Research - Stryker Medical Equipment - Comp.: Medium - Suggested Bid: $1.86 - Stryker Medical Devices - Comp.: Low - Suggested Bid: $5.31 - Stryker Medical supplies - Comp.: Medium - Suggested Bid: $3.65 TOOLS & TACTICS
  • 7. - Social Media - Create and maintain various social media profiles - Facebook and Twitter - Gain following - Post ads, links to landing pages, blog, etc - PPC - 1-2 ads every 2 months using Google AdWords TOOLS & TACTICS (CONT.)
  • 8. BUDGET - $9.0 billion in revenue last year - Estimated budget for digital marketing campaign: $500,000 per year - Roughly $50,000 per month - SEO: $10,000 - PPC: $15,000 - Social Media: $15,000 - Blog: $2,500 - Content: $7,500
  • 9. TIMELINE - Timeline for digital marketing campaign is 12 months - Release new PPC ad every 2 months - Have products in 1 new country every 4 months - Have products in 1 new hospital/doctors office every 2 and a half months - Continually update blog twice every month - Post on Twitter and Facebook weekly
  • 10. SUMMARY - Goals -Boost brand awareness -Increase client list within the United States -Have products in more countries -Increase internet visibility - Thank you!