Heatrae Sadia: Taking the Pain Out of Hot Water in Healthcare
Challenge
To defend Heatrae’s point-of-use heater against increased competition in the healthcare sector and simultaneously grow market share of its drinking water unit. At the time, Heatrae Sadia, the market-leading electric heating and hot water products manufacturer, was well known in healthcare for its point-of-use water heaters but not for its drinking water units, in direct contrast to its closest competitor.
Solution
Briefed to target public health consultants, contractors, installers, and estate and facilities managers, and also to generate leads, we recognised a need for a value exchange with the audience: providing industry insight in return for clicks and downloads. Upon reviewing competitor activity and audience needs, we believed Heatrae had a unique opportunity to provide the market with clarity on government guidance HTM (04-01), which sets out strict rules for water provision in the healthcare sector. We could overlay this commentary with messages around the simplicity of Heatrae technology, which enables compliance and facilitates installation and maintenance. We subsequently produced a hero report, brought to life with a short animation and delivered through a mix of PR, LinkedIn and Twitter advertising and InMails.
Results
The PR activity led to 14 pieces of coverage – 90% of which were in our tier one media, including top industry trade title Health Estate Journal The LinkedIn and Twitter activity resulted in 310,813 social impressions, 70,382 video views and 4,327 engagements As a result, more than 770 people clicked through to site, at an average LinkedIn cost-per-click of just £3.02 versus a platform benchmark of £3.25 78 people went on to download the report, leaving Heatrae’s team with dozens of high-quality leads to pursue
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