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Mölnlycke is a world-leading medical solutions company with operations in 40 countries and clients in over 100.
As part of the Mölnlycke team based in Australia, Krista (Business Manager ANZ Gloves) and Joanne (Marketing Manager ANZ) were aware that:
In Australia, sales of operating room supplies and surgical gloves must comply with the Therapeutic Goods Administration’s (TGA) Advertising Guidelines. Complying with TGA requirements while also achieving the online marketing goals of information sharing and customer engagement can be a tricky balance.
Mölnlycke wanted to increase sales of their operating room supplies and surgical gloves but needed to find a way to stand out in the Australian and New Zealand markets.
Krista and Joanne were seeking to:
Joanne and Krista required guidance on how to achieve their goals while complying with TGA regulations. They had limited in-house marketing support and didn’t have time to become experts in the field of digital marketing and regulatory compliance.
They were also required to operate within strict organisational guidelines regarding third parties (like us!) setting up online channels on Mölnlycke’s behalf or providing access to the company’s existing channels, including their website, LinkedIn, Facebook and Google Analytics accounts.
Advertising the entire range of Molynlycke’s products and solutions would showcase the company’s capabilities but might be too general to achieve specific sales goals for their operating room solutions and glove portfolios.
However, focusing solely on the operating room solutions and gloves portfolios could make the company seem like a small-time player. Mölnlycke needed to stand out as a global organisation offering an extensive product range consisting of pre-operative, operative, post-operative and quality improvement solutions.
Faced with this dilemma, Krista and Jo approached Splice Marketing. After running a couple of workshops, we developed a package with two key components.
Leveraging digital channels (alongside offline marketing and sales activities) to:
We create a unique repository of branded content to:
This bank of content was provided in a format that made it easy for Mölnlycke’s team to copy, paste and upload content to their website and social media channels. This allowed Mölnlycke to maintain full control over their digital channels without the need to provide channel access to Splice Marketing.
Within just 6-months, Splice Marketing delivered the following assets:
This content went through a rigorous approval process. Mölnlycke can now disseminate this content once their social media channels are set up and ready to publish content.
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