Case Study: Carestream Dental

Maximizing media dollars by drilling into the data.

Carestream Dental

Maximizing media dollars by drilling into the data.

Challenge

Carestream Dental had a lot of goals when they asked Flynn to implement their annual US advertising program, as well as manage their paid search campaign for the US and EAMER (Europe, Asia, Middle East Region): maintaining awareness, introducing new products, and driving leads.

Breakthrough

We uncovered a shift in how Carestream’s target was consuming trade information and moved spend from traditional to digital to match it—also giving us the opportunity to generate more leads by implementing new content programs. Traditional print still played an important role, but in a crowded space with 25+ publications, we realized that we had to dig deep into circulation data and third-party Kantar research to develop more intelligent targeting.

Results

in
leads

digital ad
impressions

“Flynn uncovered fresh insights that helped us target our audience more accurately, make our message more effective, and get more out of our campaign.”
Ashley Rankin
Senior Marketing Manager // Carestream Dental

paid search
ad position

We also dramatically upped the efficiency of Carestream’s paid search campaign, raising their positioning.

We found new ways for Carestream to connect with their target.

live webinar
attendees

Flynn recommended and launched a slew of new tactics:

  • Webinars
  • Video Chats
  • Association Retargeting
  • Content Syndication

paid search
click-through
rate

Finally, we trafficked the client-provided creative, managed reporting, and made recommendations throughout the year to make sure the program stayed on track.

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585-421-0100

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