Challenge
Flowonix, a medical device company dedicated to helping those who suffer from chronic disorders, needed a virtual solution to connect with healthcare providers when they couldn’t meet face to face. Purposeful Creative, Customer Experience The Derse team was tasked with creatively conveying Flowonix’s theme message to “paint a better picture for pain management” by developing a unique solution that elevated Flowonix’s brand presence beyond what audiences might experience in person. Taking inspiration from our client’s fond memories of vacations at the Jersey Shore, Derse’s designers created a stylish beach house surrounded by sand dunes and views of the water.
Solution
PAINTING THE PICTURE Before entering the shorehouse, visitors were prompted to select ‘Clinician’ or ‘Patient’ to customize their experience and available content. Once inside the house, the art gallery look gave users the opportunity to select their area of interest – ‘Pain’ or ‘Spasticity’. From there, each journey provided five custom hotspots to click on to learn more about Flowonix’s products. CONTENT MANAGEMENT SYSTEM FOR FLEXIBILITY Along either pathway (Clinician or Patient), users could access a variety of videos, animations, or downloadable content. Because the site was intended to adapt to different audiences, we integrated a content management system (CMS) to host the various forms of content. This allowed easy and seamless updates and additions to be made on the virtual site.
Results
LEAD GENERATION & MEASUREMENT In addition to selecting the target audience and product or service, users had the ability to contact Flowonix directly as well as the option to download a custom Zoom background to keep Flowonix top of mind. With each option, users had to complete an online form, which enabled Flowonix to obtain valuable data about visitors to the site. As a part of Derse’s virtual event development process, we link virtual platforms to Google Analytics to provide clients with the ability to further track activity and engagement. This integration and analysis provided Flowonix with valuable data, including: 36% of the visitors to the virtual site came from social media traffic - demonstrating the importance of driving traffic from a variety of sources The average attendee dwell time was 4 minutes - confirming the attendees who visited the virtual site had buying interest and were engaged 40% of users visited using a mobile device - proving the need to create dynamic and compatible content SCALABILITY The results listed above are directly related to Flowonix’s participation at AAPM&R; however, when we were developing their virtual experience, it was important to create a site that would be flexible and scalable to evolve as Flowonix’s needs changed. Flowonix intends to use the virtual site for additional trade shows in 2021 that have pivoted to virtual. An added bonus? Flowonix sales reps are using the virtual environment as a selling aid in the field when safely meeting with doctors.
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