Understanding the Story:
Synovis Surgical Innovations, a leader in biologic tissue technology and innovative surgical tools, recognized that its web site reinforces its positioning as an industry leader, and becomes a tool for its sales force. The company needed a way to connect to its ultimate customers – surgeons – on a more personal level to establish a relationship.

Crafting and Telling the Story:
As part of creating a completely new web experience for Synovis, Sight developed a personalized relationship marketing campaign, directed to two target audiences: bariatric and thoracic surgeons.

A “by-invitation-only” microsite featured downloadable studies, product videos and other information that was of particular interest to surgeons. The nine-month campaign provided surgeons with updates on the latest industry trends, published studies and Synovis products.

The Story’s Impact:
Powered by Sight’s 1:YOU® marketing communications technology, the campaign and its results exceeded the client’s expectations. The response rate was three to four times greater than the traditional e-mail campaign response. The program’s success provided the Synovis sales force with a strategic opportunity to follow up with the surgeons that showed interest in the information Synovis presented in the microsite.