Oct 26, 2023 Xamara Binet Business Development, Case Studies 0 Comments

Boreal: Innovation With A Purpose

A brief insight on how we’ve managed to execute an all-around strategy that encompasses: Business Development, Marketing, and Design.

CONTEXT
We were honored to be part of the first ever project in Puerto Rico dedicated to make scalp cooling treatment, a system meant to minimize hair loss and promote hair growth in people going through chemotherapy, available and economically accessible to cancer patients throughout the Island.

*Why it matters?* *Because people have to choose, everyday, between two very hard things.*
*Design: Binet Media Group.*

CHALLENGES

Brand new technology to the market. People weren’t aware that this kind of treatment existed as an alternative to hair loss during chemo. Scalp cooling was an unknown term for most people, and we had to get the word out that it’ll be available in multiple Caribbean Cancer Care Services clinics throughout the Island.
No brand equity. We had to start a brand from zero and build it up through different channels that could provide awareness in a cost-effective way.
Budget restraints. The mother-brand was not able to pay for a super-sized marketing campaign, yet were in need to create national awareness. This was due to their massive reach throughout the Island’s coast. The system was going to be available for patients all-around Puerto Rico.
No business plan, no deliverables, no documentations. Since it was a brand new project, we had to develop both marketing and business strategies to ensure there was going to be coverage in legal terms, expansion, possible sponsors, and documents.

All of this meant we had to start from scratch.

*The system was going to be available throughout Puerto Rico, and we had to make sure that people in certain zones*
*were aware that, if ever diagnosed with cancer, they had the option to retain their hair.*

OUR PROPOSED SOLUTIONS

Optimize the Marketing Strategy to use already-proven cost-effective channels. This included, but was not limited to, social media (Facebook, Instagram, YouTube) and local traditional media. We created a strong visual identity that could be easily related to the subject matter: modern, cool, clean, with movement.

2. Leverage Earned Media. We doubled down our efforts in creating a news-focused communications strategy. As a result, we were able to obtain national coverage throughout different channels, such as television, radio, blogs, magazines, and podcasts.

Our client’s advertising savings thanks to earned media touched the $160,000+ mark.

Coverage by Noticentro por Wapa.

You may be able to read more about Boreal Scalp Cooling’s media tour here.

3. Think ahead. Even if we didn’t have a marketing budget of four figures, we managed to identify channels that could represent higher value to our client’s investment. This meant researching and reaching out to potential local sponsorship opportunities, creating special brand activations within the cancer patient communities, and reaching out for brand collaborations. We knew that building brand equity takes time, so our budget distribution was carefully thought of with this in mind. We also produced the marketing material that would compliment these interactions and carefully thought out the buyer’s journey.

These efforts translated into acquiring over 50 leads in just one small industry event alone and a 36.6% conversion rate.

4. Working with partners. Given that we were in need to create special documents that needed to be HIPAA compliant, we partnered with our go-to Legal Advisor and made sure we had our client’s deliverables with full coverage.