Multi-channel launch for infection control innovation
Launched new infection control solution through targeted multi-channel campaign in competitive market.
- Strategy
- Paid media
- Website
- Medical copywriting
- GAMA Healthcare
- Medical Device
27k
Video views on LinkedIn
541k
Impressions across paid campaigns
2,357
Clicks through to the Rediroom landing page
About
From feature-centric to solutions-driven: Refocusing GAMA Healthcare’s digital strategy
GAMA Healthcare is a global leader in infection prevention, offering innovative hygiene solutions to healthcare providers worldwide.
With a diverse portfolio of products - they’re producers of Clinell Wipes and the instant patient isolation unit Rediroom - GAMA is dedicated to reducing infection risks and improving patient outcomes.
But their digital presence and content strategy were too focused on product features, failing to connect with their audience’s real-world challenges. Recognising the need for change, they partnered with Medico Digital to shift the narrative, moving from a product-centric approach to one that prioritises customer solutions, better engaging their audiences and illustrating their unique value.
GAMA Healthcare case study image
Challenges
An outdated and costly website infrastructure
GAMA’s website was previously built on a headless CMS, which separated content management and storage from where it’s presented. This setup proved both inefficient and costly, with high annual subscription fees and a platform that didn’t meet their needs. As a result, GAMA were keen to transition to a more suitable solution.
Pivoting from product-focused to customer-driven content
Alongside this new site was the need to redevelop their content, which was deemed too product-centric - the focus was primarily on features and specifications, rather than the problem these products solve for the user. GAMA wanted to move to a more challenge-and-solution-based approach in order to better connect to customer needs.
Introducing Rediroom to a competitive market
GAMA needed help with the launch of Rediroom - an instant patient isolation unit that can be deployed in under five minutes to prevent the spread of infection.
So, how do you raise awareness and generate demand for a product that healthcare providers don’t know exists? We needed to create an impactful, highly targeted campaign that focused on raising awareness of Rediroom, driving engagement and generating leads amongst NHS decision-makers and healthcare professionals fighting infection on the ground.
The solution:
- Streamlining the GAMA website with a smarter CMS
To combat the challenges GAMA faced with their CMS, Medico swiftly migrated their website to WordPress in early 2024, meeting a tight deadline to avoid renewing their costly subscription. We worked quickly to transfer GAMA’s site content and functionality, to keep the continuity seamless. The move to WordPress provided a more flexible, user-friendly platform, establishing a solid foundation for future enhancements. With this technical groundwork in place, the team could then focus on transforming their content strategy.
- Reimagining content with an audience problem-and-solution lens
Our copywriting team collaborated closely with GAMA’s internal teams on a complete reimagining of how their products are positioned, creating compelling, use case-driven content that resonated with their audience.
By articulating the common challenges their customers faced - such as the need for sterilised vascular access, enhanced decontamination and environmental risk reduction - we could showcase how GAMA’s product lines, including Hexi Hub and Dry Wipes, provided effective solutions with detailed product pages.
One standout example was GAMA’s innovative ‘Enhanced Pods’, chlorine-free disinfecting wipes. We crafted persuasive content that emphasised the product’s unique advantages and practical applications, and launched a LinkedIn campaign to engage HCPs that enhanced the product's visibility. The wipes earned GAMA an industry award for its groundbreaking solution.
- A multi-channel strategy to drive Rediroom engagement
We implemented a comprehensive outreach plan that would engage a vast target audience of NHS decision-makers, C-suite executives, procurement teams and infection control specialists.
By mapping out challenges for these audiences and leveraging specific platforms, we created an integrated digital sales funnel, supported by hyper-targeted paid ad campaigns. These campaigns combined video, imagery and emotive copy to drive awareness and capture high-quality leads through niche keywords and phrases.
We’ve deployed remarketing tactics to sustain engagement, using the time of year, lead-gen ads and valuable content like white papers to re-engage an audience already familiar with the GAMA brand, maximising conversion opportunities.
The Results
Progress and impact
Through our collaboration, Medico helped GAMA Healthcare move to a solutions-focused approach that addresses the genuine challenges their audiences face. By revamping their website infrastructure, executing targeted campaigns and creating authentic, outcome-orientated content, we’ve helped GAMA position themselves as a trusted partner in infection prevention.
This foundational shift has not only enhanced their digital presence but also prepared them for an even wider expansion. With Medico now developing a Spanish-language site to complement their global and Australian websites, GAMA is poised to connect with even more healthcare providers worldwide, continuing their mission to improve infection prevention on a global scale.
The Medico team are clear in their approach and honest as to what they can deliver. We were unsure how we would approach marketing Rediroom but Medico gave us a clear strategy and recommendations throughout. We initially approached this campaign as a trial, with the potential of expanding a long-term partnership with Medico. Following our experiences of working together, we wouldn’t hesitate to partner with them again.
Marta Kolodziejska - GAMA Healthcare
Digital Marketing Manager
