Acuray Marketing Campaign Strategy
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Overview & Introduction
Modern Pharmaceuticals has been the trusted leader in it’s niche in the medical industry for decades. Their existing line of products are well received, as doctors and clients prefer and recommend their product nearly every time it’s applicable. However, the limited use case of their current line is proving that in order to succeed, they need to make a a product more applicable to the wider healthcare market. As a result of this, they are gearing up to launch their latest innovation: the Acuray X-Ray system. Now, they need to strategize and develop a plan to convert hospitals into users of the product, even when many already have an X-Ray machine in place.
The Acuray X-Ray system stands out for a number of reasons, most specifically the advanced hardware and seamless software integration paired with their well-qualified professional services team. Furthermore, the machine is priced very competitively with a focus on making upgrading to their system both accessible and worthwhile for their partner practices. The financial viability of this product for Modern Pharma focuses on creating long term value through software and ongoing partnerships.
The goal of this campaign is to drive awareness, generate leads, and position Acuray as the leading X-ray system in the industry. This strategy builds off of Modern Pharma’s longstanding reputation with their partners, targeting both exiting customers and generating new prospects to maximize market penetration.
Market Analysis
While Modern Pharma is a well-known and trusted brand, there is a major lack of awareness for the Acuray X-ray system. In order to achieve this, Modern Pharma must analyze their competitors and find opportunities to stand out above the rest. To find the right position for the In order for Modern Pharma to position itself as a leader within the market, there must be an analysis of the competitors in the space.
Company
Strengths
Areas of Opportunity
Modern Pharma Standout Opportunities
GE
Siemens
Philips
Canon
Fujifilm
There are no rows in this table
Customer Segmentation & Analysis
In order to successfully launch the Acuray system, Modern Pharma also needs to have a good understanding of their existing customer base. Given Modern Pharma’s reputation, we can assume that many of the greatest users of their existing products will be their biggest promoters, especially if this tool integrates into the rest of their product line. Below are high level overviews of different trends across characteristic-based segments.
Fastest Growing Segments
Markets
Both the Urban and Suburban markets have positive YoY increases in revenue, indicating practices within these markets have the potential to be promoters of the new system.
Market
2023 Sales
YoY Change
2024 Sales
Total Practices
Hospitals
Specialty
Urgent Care
Urban
$59,605,719.00
14%
$67,780,908.00
80
40
10
30
Suburban
$55,187,735.00
10%
$60,561,784.00
80
40
10
30
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Customer Types
Both the Specialty Campuses & Hospitals have positive YoY increases in revenue as well, indicating that these practice types also have the potential to be promoters of the new system.
Customer Type
2023 Sales
YoY Change
2024 Sales
Total Practices
Urban
Suburban
Rural
Specialty Campus
$27,830,484.00
29%
$35,811,972.00
25
10
10
5
Hospital
$77,867,699.00
6%
$82,825,954.00
100
40
40
20
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Regions
Each hospital has also been grouped into a greater region based on the naming conventions. The following hospitals all had increases of at least 15% in YoY revenue, again indicating possible promoters. Note - this table shows both breakdowns of hospital market and customer type. These are independent of one each other, each section making up the total practice count.
Region
2023 Sales
YoY Change
2024 Sales
Total Practices
Urban
Suburban
Rural
Hospital
Specialty
Urgent Care
Sunset
$7,971,991.00
32%
$10,492,788.00
10
6
4
0
4
4
4
Unity
$2,115,666.00
26%
$2,660,416.00
4
2
2
0
2
2
2
Summit
$2,980,181.00
22%
$3,635,624.00
6
3
2
1
5
5
0
Rosewood
$2,967,916.00
22%
$3,615,925.00
4
2
2
0
2
2
2
Sunrise
$6,719,520.00
21%
$8,146,500.00
5
2
3
0
3
3
0
Harmony
$5,114,991.00
21%
$6,181,463.00
6
2
2
2
4
4
1
Evergreen
$4,580,837.00
18%
$5,401,180.00
4
2
1
1
2
2
0
Willow
$4,322,785.00
18%
$5,094,468.00
6
2
3
1
3
3
1
Whispering
$3,152,201.00
17%
$3,681,232.00
5
2
2
1
2
2
3
Clear
$2,902,141.00
16%
$3,371,808.00
5
3
2
0
1
1
4
Green
$2,389,786.00
15%
$2,751,274.00
6
3
3
0
4
4
1
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Advanced Segmentation Creation
Using the information that we have with the initial segments, we can further segment the hospitals using specific attributes mentioned above. You can use the dropdown options to customize further segments!
I want to create a segment of that arein .
Specialty Campus
Suburban
Blank
Toggle: limit filtering options to top segments
Customer Name
City
Region
Customer Type
Market
2023 Sales
YoY Revenue
2024 Sales
Serene Meadows Clinic
Serene Meadows
Serene
Specialty Campus
Suburban
$1,261,748.00
48%
$1,867,387.00
Harmony Hills Medical Associates
Harmony Hills
Harmony
Specialty Campus
Suburban
$1,021,372.00
39%
$1,419,707.00
Sunrise Regional Medical
Sunrise
Sunrise
Specialty Campus
Suburban
$1,860,500.00
29%
$2,400,045.00
Aspen Ridge Wellness Center
Aspen Ridge
Aspen
Specialty Campus
Suburban
$365,230.00
21%
$441,928.00
Serene Meadows Medical Center
Serene Meadows
Serene
Specialty Campus
Suburban
$1,548,278.00
18%
$1,826,968.00
Serenity Regional Health
Serenity
Serene
Specialty Campus
Suburban
$660,580.00
12%
$739,850.00
Greenfield Family Health
Greenfield
Green
Specialty Campus
Suburban
$463,156.00
10%
$509,472.00
Evergreen Regional Hospital
Evergreen
Evergreen
Specialty Campus
Suburban
$1,182,954.00
9%
$1,289,420.00
Horizon General Hospital
Horizon
Horizon
Specialty Campus
Suburban
$1,651,286.00
6%
$1,750,363.00
Willowbrook Healthcare
Willowbrook
Willow
Specialty Campus
Suburban
$1,506,890.00
3%
$1,552,097.00
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Example segments:
Marketing Strategy
Now, with the data and research in place, Modern Pharma is ready to roll out their targeted marketing strategy to sell the Acuray. Their strategy will focus on both cross-selling to existing customers and net new prospecting, using both tailored nurturing and consistent outreach grow their lead base. Together, these strategies will successfully launch the Acuray X-ray system into the market.
Campaign Plan
Cross Selling To Existing Customer Base
Thanks to the trust and reliability Modern Pharma has established with healthcare practices nationwide, existing customers are the company’s most valuable asset. Now, the marketing & accounts team must focus their efforts on nurturing these relationships and converting these loyal customers into Acuray promoters. Strategies and ideas include:
All of these strategies focus on nurturing the relationship through direct communication and face-to-face engagement, as trust has already been established between Modern Pharma and the practice. This strategy will be heavily influenced through the segmentation seen above.
Net New Prospecting
Although Modern Pharma has a strong start with their initial clientele, it is important to recognize their original product line is still niche. In order to obtain the market share they are looking for, the team needs to expand their reach into new frontiers.
Test Plan
While all of these marketing strategies are iterative and can constantly change and update, one of the initial most data-rich opportunities is an email marketing campaign focused on cross promoting existing product lines with the new X-ray system. Below is a table of variables to an A/B test for their email marketing campaign announcing the release of the Acuray.
Test Element
Sample Variation 1
Sample Variation 2
KPIs & Measurements
Note/Reasoning
Sender Name
Account Manager Name
Modern Pharmaceuticals
Open Rate
building on existing relationship with professional services team vs leading with industry name recognition and authority
Subject Line
The Latest Innovation from Modern Pharmacuticals
Discover the Future of Imaging: Exclusive Acuray First Look
Open Rate
broad brand recognition vs curiosity and exclusivity for existing customers
Email Design & Content
Personal outreach note
Full color with images, diagrams, and more
Click Rate
Modern Pharma’s personal touch vs high impact branding
CTAs
Schedule Call
Learn More
Click Rate
Engagement Event
High time investment with high impact vs self serve discovery
Landing Page
Event Focused
Content Rich
Engagement Event
High time investment with high impact vs self serve discovery
Email Send Time
Universal
Regional
Open Rate
Learn customer behavior patterns for specific practice types and regions
There are no rows in this table
These different variations in marketing content, paired with the rich data already collected about the existing customer base, will allow Modern Pharma to discover and develop trends between practice attributes and behavior characteristics. These insights and trends can then be applied to new prospects, allowing the Modern Pharma team to predict preferences and fine-tune communications for maximum impact.
Future High-Impact Channel Development
Assuming the marketing campaign goes well, Modern Pharma should reinvest their money and double down on Awareness/Discovery-oriented engagement events. Developing long-term interest and high-quality engagement will allow for the Acuray to stand out above its competitors. People need to know about the product in order to purchase it, and awareness is a known area for growth!
I propose three areas where Modern Pharma can double-down and maximize their impact, all of which open the door for future conversion and promotion opportunities.
By focusing on these core areas of impact-driven awareness and discovery opportunities, Modern Pharma will continue their positive trajectory and bring the Acuray to new heights.
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