Linet Hospital Beds

Situation: LINET Americas is a global supplier of health and nursing products, specializing in medical beds that offer a unique patient repositioning system. Since the launch, Linet has been fighting to gain marketshare from brands like Stryker and Hill-Rom.

The Ask: Present a disruptive strategy and approach.

The Insight

The majority of companies in this space target procurement, the c-suite (specifically the CFO) or the CNO - chief nursing officer. However, these audiences are constantly inundated with pitches for new products.

However, nurses suffer a high-number of injuries because of the challenges associated with moving patients. I shifted the focus and made them our audience. And instead of creating a marketing campaign; I started a movement. And it resonated ...

View Focus Group

The Results

In the first three months of the movement, the insight-based work was able to generate 210 bed demo requests. Added 529 new ambassadors and 12,307 Facebook followers. This work earned a Golden Tusk award from CHPRMS.

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Work

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