Bringing “Beauty Without Compromise” to the People
Ideal Implant, a medical device company based in Texas, approached RUNNER to help them prove the viability of an online direct-to-consumer advertising model for IDEAL IMPLANT Structured Breast Implants®, a first-of-its-kind, FDA-approved saline breast implant with a nested outer shell structure, and the only available alternative in the US to traditional saline or silicone breast implants.
RUNNER helped Ideal Implant create a model that defined success, which involved using RUNNER’s sales organization to nurture new patient leads from social media ads and paid search ads through the patient journey and distributing qualified leads to local partner plastic surgeons.
RUNNER also concepted and directed the production of six high-quality patient and plastic surgeon testimonial videos produced with one of our preferred partners, DHD Films, for use in the marketing program and across all digital touchpoints with the end goal of create a deeper connection with the consumer, and giving their unique buyer confidence that this product will give them the results they’re looking for.
An agile, cost-effective, and carefully measured digital marketing program was essential to going head-to-head with their competitors in the US market, which included global companies like Allergan, Mentor (Johnson & Johnson), Sientra, and more, where the primary challenge was consumer awareness.
The campaign ad messaging was carefully created to comply with the strict terms of various online advertising platforms (like Facebook and Google) pertaining to medical and cosmetic advertising without losing the spirit of the brand message or the differentiators that allow the Ideal Implant to stand out from their US implant competitors. At the completion of the program, Ideal Implant moved forward with its expansion into multiple other markets within the US.