Overcoming Global Borders

Written by

Dina Gidron

May 14, 2017

A Case Study in Effective Online and Offline Marketing

Note: This is the last of a 5-part series on our annual international B2B marketing conference this past November. Read Part 4 here. 

As VP Strategy at Oz Branding, I decided to share our experience with Elcam Medical at the Global Marketing Challenges for B2B Companies conference, as it demonstrated the importance of combining both online and offline marketing approaches.

Before delving into the Elcam Medical case study at the conference, howev

er, I thought it important to remind you of five important trends in online marketing:

  1. Microtargeting – which involves finding a specific subset of customers in your marketplace
  2. Mastery of mobile – Mobile will dominate your market, no matter what the industry.
  3. Quality content – You’ll need to fill that mobile channel with quality content, not to mention all of your other channels (and differentiate between these channels).
  4. Amplification – You’ll also want to figure out how to amplify that content so it reaches as many potential customers as possible.
  5. Old-school marketing – Nothing beats face-to-face interaction.

You have to remember that you must have personal interaction. Business to business is all about people to people. It’s interaction between professionals.

Global Marketing Challenges for B2B Companies

Elcam Medical– No Longer “Just” an OEM

Now that we have those trends in mind, I want to introduce you to Elcam Medical, a medical device company that is a world leader in medical stopcocks. This fluid control application is part of a larger set sold to a hospital through a multinational company.

Elcam Medical, whose humble beginnings started at Kibbutz Baram, is a well-known OEM in the medical device industry. The challenge is creating awareness of the product to the end user who benefit from the patient safety and time-savings measures the device offers. Once the end users recognized the brand more, they would be able to create additional demand from the market, rather than relying solely on OEM representatives that may have a different agenda. How then could Elcam Medical go about positioning itself to be recognized more by the end users, in this case, ICU nurses in the medical device equipment industry?

Oz Branding has been working with Elcam Medical for the past 4 years. In this case, we helped them devise a two-pronged strategy. The first challenge was to identify and understand their end user, a microtarget of ICU nurses, and develop channels to communicate with them. The second was to continue to strengthen its brand recognition with big multi-national companies, who are purchasers of Elcam Medical, but are familiar with it only as an OEM.

Elcam Medical– No Longer "Just" an OEM

The purpose of this two-pronged strategy was to create demand with regular companies, and spark a conversation of why this product’s value is high enough to justify raising its price. With increased demand generation, sales would rise.

A Risky Yet Effective Strategy

The approach Oz built with them was dramatic and involved big decisions. In truth, multi-national companies don’t want suppliers talking to customers. The question became how Elcam Medical would implement its strategy without damaging customer relations.

First, all project work was done with complete transparency between Elcam Medical and its customers. The customers understood Elcam Medical would not sell directly to the hospitals and since there was no conflict of interest, sales have increased as a result of this project.

Secondly, the idea was to focus on a concept of concern to end-users which wouldn’t affect the suppliers. Fortunately, this concept had already been thought of and built into the product and reflected in the Marvelous stopcock, specially designed to increase safety and save precious time for the critical care teams.

In order to have this concept strengthen the entire brand rather than one specific product, a designated website was created to promote Elcam Medical’s most important feature for the ICU nurses: patient safety.

ICU

This turned out to be the main benefit for end users. They wanted to know: How did Elcam Medical ensure patient safety? That became the agenda of the website – to position Elcam Medical as experts in insuring safety in the hospital environment, especially within the ICU.

As new products develop they will also be shown on the website. More than just a promotion of the company’s latest technology, the website helps to share a lot of professional data and information among medical professionals.

In order to identify the issues and concerns Elcam Medical’s end users face, 12 LinkedIn groups were identified and scoured. Blog articles were written and posted to this website addressing these topics and continue to be expanded upon. For even wider distribution and increased awareness, professional online publications are approached with these same topics, helping to position Elcam Medical as leaders in patient safety.

ELCAM

Online and Offline Equals 100% Success

Online and Offline Equals 100% Success

The best approach combines online and offline marketing. Simply put: You have to get out there.

In contrast to attending the usual larger medical conferences and big trade shows, Elcam Medical started to attend more targeted professional conferences of nurses, albeit with a smaller booth. Whenever possible, they tried to generate awareness by getting on the lecture panel at the conference.

Of course, paid online advertising promoting these conferences helped, but at the end of the day, online activity leads to offline activity, which leads to a personal relationship.

As a result of this two-pronged branding strategy, many personal relationships have developed, both between Elcam Medical and the end user, as well as between Elcam Medical and suppliers.

As an example of the results generated from this type of online and offline approach, I read an email we received from a big company representative who wrote to one of Elcam Medical’s representatives she had met at a critical-care nursing conference:

 

Online and Offline Equals

This email was sent just 6-8 months into the branding process, the results are still in process.

The shift is dramatic in that it has changed the rules of the game – Elcam Medical now talks to nurses directly, creating its own relationships with the end user, which in this case, resulted in a huge amount of leads from one particular nursing conference.

It shouldn’t be a surprise that sales increased by 35% in 2015, the same year that Oz started working with Marvelous.

This email was sent just 6-8 months into the branding process

As a takeaway from the conference, I believe that this combination of online marketing and the creation of offline personal connections can move many Israeli companies further into the international marketplace than they are today. As they expand and move abroad, I’d like companies to remember this combined approach when considering how to overcome global borders.

This is the last post in our series about the annual international B2B marketing conference this past November.

 

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OZ Blog Discovery Blogimages 2024 v2

Even Great Content Can Miss the Mark and How a Strategy Pause Can Make All the Difference

By 
Liron Ramot
, 22/09/2024

Digital marketing is essential for B2B companies to reach their target audience, generate leads, and stay competitive. Many lack the resources to handle it in-house, making outsourced digital marketing a valuable solution.

min read
Even the most well-crafted content can sometimes fail to deliver the results you want. As our world gets more digital, it’s not uncommon for businesses to pour money and time into creating high-quality content, blogs, videos, social media posts, and eye-catching designs, only to find that their efforts don’t connect with their target audience or drive results. In most cases, this isn't a reflection of the campaign's quality, but a sign that it simply doesn't align with the company's "big picture" and goals. Consider this: A company puts together an insightful blog post packed with valuable information and engaging visuals or an expert educational webinar. The problem is, if that campaign isn’t aligned with the brand’s broader marketing goals and strategy or tailored to the specific needs and behaviors of its audience, it’s likely to miss the mark. Without a strategic framework guiding planning, production, and distribution, even the best campaign can get lost in the noise of the internet, failing to generate traffic, engagement, or conversions. Your campaign could have all the right elements in place - compelling storytelling, high production values, and a strong call to action, but without the strategic groundwork, it is likely to struggle to achieve meaningful results.

Why Often Misses the Mark?

Creating digital content that truly connects with your audience is no small feat. The landscape is crowded, the competition is intense, and audiences are more critical than ever. While many businesses pour resources into content creation, they find that their efforts do not translate into engagement or conversions. Most of the time, it's just a lack of alignment between content and the organization's overall business goals. Without a clear, strategic framework, content can become scattered, inconsistent, and ultimately ineffective. This is exactly why companies should consider stepping back to take a broader view. Rather than rushing ahead with the next campaign or content piece, a strategic pause to reassess and realign can be incredibly valuable. This is the essence of the discovery and study processes, a strategic approach that will build a solid foundation for your digital marketing campaign.   Digital strategy

Understanding the Study Process

The primary aim of the Study process is to provide a focused analysis of your current digital marketing efforts. It’s about taking a step back and evaluating what’s working and what isn’t, allowing for strategic adjustments that enhance performance. This process is ideal for annual strategy reviews, specific campaign assessments, or when there’s a need to refresh the approach to your digital marketing.

What It Achieves?

The Study process delivers actionable insights that help fine-tune your digital strategy. By concentrating on specific areas, such as target audience engagement, campaign effectiveness, or digital content performance, the Study process allows businesses to make data-driven decisions that improve ROI. It helps you understand where your content may be falling short and offers concrete steps to address these issues.

How It’s Done?

  • Initial Consultation: In-depth session to clarify your business’s current digital marketing objectives and identify the key areas that require attention.
  • Targeted Research: Assessing the performance of specific campaigns, audience engagement metrics, and the effectiveness of your content in driving desired outcomes.
  • Strategy Refinement: Adjust and optimize existing strategies based on findings.
  • Implementation and Monitoring: Monitoring and tweaking the revised strategy as needed.
Example: A company uses the Study process for an annual strategy review, identifying gaps in campaign performance and refining their approach to improve results. digital strategy

Exploring the Discovery Process

The Discovery process offers a broader, more comprehensive approach to digital strategy development. It’s designed for businesses that are launching new brands, undergoing a rebrand, or expanding into new markets. The Discovery process is about building a solid strategy that aligns with long-term business goals and keeps consistency across all digital channels. The Discovery process offers a deep dive into your brand’s identity, your market, and your audience. It provides a holistic understanding of your brand’s digital landscape. It uncovers opportunities for differentiation, identifies potential challenges, and sets a strategic direction that makes sure all digital efforts are aligned with your overarching business goals. One of the unique offerings of the Discovery process is the development of a visual language for your digital activities. This component ensures that your brand communicates consistently and effectively across all platforms, enhancing brand recognition and coherence, which is not typically included in the Study process. The goal is to develop a strategy that meets immediate needs as well as positions your brand for long-term success. This process is particularly beneficial for companies preparing for major changes, such as a new brand launch or market expansion.

How It’s Done?

  • Kick-off Meeting: Clarify goals and challenges.
  • Comprehensive Research and Analysis: A thorough examination of the market, competitors, and internal capabilities. Key activities include identifying Buyer Personas, conducting a Competitive Digital Analysis, and performing a detailed SEO review.
  • Digital Strategy Development: Based on the research insights, a full-scale digital strategy is formulated. This includes defining content pillars, creating a media plan, and developing creative visual guidelines that ensure brand consistency across all platforms.
  • Presentation and Implementation: Once approved, the strategy is implemented, with ongoing support to ensure its success.
Example: A company undergoing rebranding uses Discovery to align its digital presence with its new identity, resulting in a cohesive and impactful digital strategy. Long-Term Strategic Value

Why Discovery Is the Better Choice?

While both the Study and Discovery processes offer valuable insights and strategic direction, the Discovery process stands out as the more comprehensive and long-term solution. Here’s why Discovery might be the better choice for most businesses: Long-Term Strategic Value Discover aims to build a digital strategy that will serve your business for years to come, not just address immediate needs. By conducting thorough research and analysis, the Discovery process helps you create a strong, adaptable strategy that can evolve with your business. This long-term focus is particularly valuable in today’s fast-paced digital environment, where trends and technologies are constantly changing. Comprehensive Insights Unlike the Study process, which offers a more focused review, the Discovery process provides a holistic view of your digital strategy. This includes everything from a detailed SEO review to the development of creative visual language guidelines. These insights are crucial for making sure that all aspects of your digital presence. From content to design, everything is aligned with your brand's goals. Flexibility and Customization One of the key benefits of the Discovery process is its flexibility. The process can be adjusted to your specific needs - whether you’re launching a new product line, rebranding, entering a new market, or looking to create a unified visual identity for your campaigns. This customization helps make sure that your digital program is relevant, consistent, and effective.     With the digital marketing arena being so fast-paced, it’s easy to get caught up in the rush to produce content and launch campaigns. Taking the time to reassess your digital strategy allows you to see what’s really working and where you might need to adjust course. It’s not simply about tweaking a campaign here or there, but rather making sure that every piece of content you create is connected to your broader goals and truly resonates with your audience. Whether you’re considering the focused approach of the Study process or the more comprehensive Discovery process, this strategic pause is crucial so your content doesn’t just reach your audience—it makes an impact.    
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OZ Blog Strategy Branding for Healthcare Blogimages 2024 v6

Rules, Regulations & Medical Brands How your medical brand can stand out within the regulatory framework

By 
Nirit Elyovich, MBA
, 15/08/2024

Balancing marketing ambition with regulatory compliance is no easy task for medical brands. Our latest blog explores how early collaboration between marketing and regulatory teams can transform these challenges into opportunities, ensuring your brand stands out while staying compliant. Discover the smart strategies to help your brand shine within the regulatory framework.

min read
Imagine a ballerina trying to dance with one hand tied behind her back. That’s how it often feels during a branding process at a medical company. The marketing team wants to fly high, while the regulatory team wants to keep your feet firmly on the ground, ensuring you comply with every sentence, word, and letter. There are no good guys or bad guys in this story. It’s simply about complexities of a different magnitude that your brand needs to successfully navigate. It's a story about a road not yet taken.  

When the journey takes an unexpected turn

During branding strategy kick-off meetings, we take a deep dive into your product, technology, and service.  We’re looking for a fresh perspective, a promise not yet made, a story yet to be told. At this point, we get excited as we hear about groundbreaking technologies, solutions, and life-enhancing, life-prolonging products. Our jaws drop. With this WOW feeling, we continue the learning process in which we talk to customers, analyze the competition, and create a multi-participant meeting within the company to fine-tune its significant and differentiated strengths and generate outstanding benefits for its customers. As the process continues, we begin to understand the regulatory limitations. Suddenly, “Cinderella”, your extraordinary technology is being held back by regulatory limitations and is covered with “soot”.  

Understanding limitations and optimizing capabilities

During the process, we’ve heard “It’s a given” or “It's powerful, but I can't confirm it" more times than we can count. Responses like these made us understand there must be a better way.  That’s how our new module was born. It’s placed right at the beginning of the branding strategy process, which sets the stage for an open and guided dialogue between marketing and regulatory early on.

Challenging the norms

This dialogue is about helping the marketing team to understand the limitations in depth, and for the regulatory team to delve into the marketing team’s needs. It’s an authentic dialogue that creates a space to carry out activities that weren’t possible before. Understanding the precise needs opens up new perspectives and enables solutions within the boundaries of regulations. We understand the importance of compliance, but our experience shows that there are many degrees of freedom that are not being tested.

It’s not about overstepping the bounds of the approved claims, but we also don’t want to take a step backward in the name of conservatism.

Sometimes it's a matter of overall wording, sometimes it's just changing one word. It's the little things that make a big difference. Stopping to ask questions often gives you a competitive advantage. Sometimes, there won’t be any flexibility in the claims you make, but at least you’ll know that you’ve turned over every stone.  

Structured and managed conflicts are an opportunity

Remember, whoever sits at the decision-making table wants the company to succeed and do the best they can. Inherently, conflict is not a negative; it can also be an opportunity. Don't let emotions run the process. As we often say, “Don’t be right, be smart!” As with every relationship where there’s an inherent conflict, there’s great value in professional guidance to create the conditions for a productive dialogue. To meet this need, we’ve created a special collaboration between OZ Global B2B and Leap, led by Moran Faibish, who has extensive experience in leading marketing in global medical companies. Moran has hands-on experience in bridging the gap between marketing and regulations to create deep and unique brand promises — promises that aren’t possible without providing an informed and professional framework that enables constructive communication.

Play smart

The more we play smart within the regulatory limits to make the most of your claims, the more we can create a differentiated value proposition that more accurately reflects your breakthrough technology. This is how your brand will shine. We’ll be there every step of the way to guide the process, refine the messaging, and make sure your “WOW” comes through loud and clear. If you’ve nodded your head while reading this, it’s time for us to talk.  
If you’ve nodded your head while reading this it’s time for us to talk.
Nirit Elyovich, MBA VP Strategy Contact Us
 
Brand Strategies Tailored for Healthcare Companies Moran Faibish Global Marketing and Business Development Strategist Read more
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From Fruit Stand to Frontlines: The Unexpected Journey of the Watermelon Emoji

By 
Rivi Kesten Buk
, 25/07/2024

Navigating digital symbolism can be intricate, but the case of the watermelon emoji adds a unique layer of complexity. It’s a prime example of how symbols can shape online narratives and influence global perceptions. This post uncovers the strategic use of the emoji and offers actionable ways to support pro-Israeli voices in the digital arena.

min read

But first, a disclaimer: My name is Rivi, and I'm a proud Zionist (I believe in the Jews' right to self-determine in their ancestral homeland).

In recent years, while immersed in the online world of Hasbara, I’ve witnessed firsthand the challenges of representing Israel's narrative in a vast digital landscape. With Jews comprising just 0.2% of the global population, our voice can easily be drowned out in the maelstrom of social media.

This blog post examines a fascinating case study in digital activism: how a simple fruit emoji became a battleground for narrative control. We'll explore the marketing strategies at play and their implications for Israel's online presence. While we analyze these tactics objectively, our goal is to empower pro-Israeli voices in this ever-evolving digital dialogue.

At the end of this blog, you'll find actionable recommendations on supporting content creators who are amplifying Israel's perspective in the online world.

The Roots of a Symbol

As we approach National Watermelon Day on August 3rd, let's slice into a juicy marketing tale that's more complex than meets the eye. It's the story of how a simple fruit emoji became a powerful symbol in one of the world's most enduring conflicts. The roots of this story begin back in the 1960s, when the watermelon, with its colors reminiscent of the Palestinian flag, became a covert symbol of Palestinian identity. Palestinian activists used the watermelon imagery in graffiti and posters, primarily because in 1967, Israel passed a law prohibiting the raising or display of Palestinian flags (which had been canceled, during the Oslo Accords in the 1990s). The watermelon became a symbol of political resistance, and if we fast-forward to today's digital age, this symbol has found new life as an emoji, skillfully wielded by pro-Palestinian activists in their online narratives.

A Clever Marketing Strategy

But here's where it gets interesting from a marketing perspective: the use of the watermelon emoji isn't just a random choice. It's a clever strategy that serves multiple purposes:
  1. Bypassing Algorithms: By using an innocuous fruit emoji, activists can often fly under the radar of content moderation systems. It's a digital sleight of hand that marketers call "Algospeak."
  2. Viral Potential: Emojis are the universal language of the internet. They're easy to use, easy to share, and can convey complex emotions and ideas in a single character. It's virality in its purest form.
  3. Continuity of Message: By adapting a historical symbol to modern digital platforms, the pro-Palestinian movement maintains a consistent narrative across generations. It's brand continuity at its finest.

OZ_Blog_Watermelon_Israeli prespective

The Israeli Perspective

Yet every story has another side. In Israel, where watermelons are a staple of hot summers and where the country produces a whopping 140,000 tons annually, this digital co-opting hasn't gone unnoticed. Enter the counter-narrative: Pro-Israeli social media users have begun their own campaign to reclaim the watermelon emoji. It's not about fruit anymore; it's about identity, representation, and the power of symbols in the digital age. Some Israeli users have started adding emojis of the Israeli flag, watermelon, and yellow ribbon (for the hostages) to their usernames, while others are creating actual content around watermelons: recipe videos, which are inherently popular on social media, featuring watermelons with the Israeli flag proudly displayed in the background. Other users (typically younger ones) are simply riding existing trends, adding watermelon eating to dances, trendy sounds, and more. Some have gone as far as creating simple online games centered around watermelons, while pro-Israeli creators are directly addressing the appropriation of the watermelon as a Palestinian symbol, calling it an unfounded act. OZ_Blog_Watermelon_marketing insights

Marketing Insights from the Emoji Wars This digital tug-of-war offers fascinating insights for marketers:

  1. The Power of Symbols: Who knew a fruit could carry so much meaning? It reminds us that in the right context, even the simplest symbols can convey complex messages.
  2. The Importance of Proactive Strategies: The pro-Israeli response underscores the need for brands to be vigilant about their symbols and ready to reclaim them if necessary.
  3. Authenticity Matters: The most effective responses are those rooted in genuine cultural connections. Israel's agricultural tie to watermelons provides an authentic base for their counter-narrative.
  4. David vs. Goliath in the Digital Age: The pro-Palestinian digital presence significantly outnumbers the pro-Israeli one. It's a reminder that in the world of digital marketing, it's not always about who's loudest, yet sometimes it is.
OZ_Blog_Watermelon_beyond emojis

Beyond Emojis: The Real-World Impact

While we engage in digital discourse, let's not forget the real-world stakes. Our brave soldiers are fighting daily to protect our nation and bring our hostages home. This online 'battle' is more than just emojis and trends; it's our way of supporting Israel's narrative on the global stage. As we participate in these digital efforts, we stand united with those on the front lines, showcasing the resilience and spirit of the Israeli people. Every post, every share, is a small act of solidarity that contributes to our national strength and resolve. In this digital age, we all have a role to play in supporting our country and its values. OZ_Blog_Watermelon_the power of digital symbols

Conclusion: The Power of Digital Symbols

This National Watermelon Day, as we enjoy this summer fruit, let's also appreciate the complex world of digital symbolism it represents. It's a world where marketers, activists, and everyday users are constantly innovating, adapting, and yes, sometimes battling, in the ever-evolving landscape of online communication. After all, in the grand fruit bowl of digital marketing, the watermelon has proven it's not just a seasonal favorite – it's a year-round player in the game of global narratives.   Join the Digital Movement Want to show some love to Israeli content creators this Watermelon Day? Here are a few ways you can contribute: 1. Follow prominent Pro-Israeli content creators: Adiel - TikTok Instagram Montana Tucker – Instagram TikTok Baby Ariel - TikTok Instagram Michael Rapaport – Instagram Tiktok Daniel Ryan Spaulding - Instagram TikTok Mia - TikTok Instagram Stop antisemitism – TikTok 2. Like and share posts featuring the "Hebrew Watermelon": instagram instagram tiktok tiktoK tiktok tiktok tiktok tiktok tiktok 3. Feeling creative? Use this trending TikTok sound to make your own Watermelon Day video: Tiktok   Remember, this upcoming Watermelon Day might see increased pro-Palestinian activity on social media. For those of us who are pro-Israel and want to contribute, the methods mentioned above are a great way to start. Every like, share, and post counts in this digital age of narrative shaping. Let's make our voices heard while remembering the real battles being fought and the importance of standing united for Israel.
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