Boosting Product Awareness for a Diagnostic Device through Multi-Touch Email Campaigns

About the Client

A mid-sized U.S.-based medical diagnostics firm specializing in point-of-care solutions for early disease detection, particularly in cardiology and oncology. With a niche product portfolio and a reputation for innovation, the client regularly engages clinicians, hospital administrators, and diagnostic labs with educational content to drive adoption.

One of their recent focal products—a high-sensitivity cardiac troponin (hs-cTn) analyzer—was being promoted through a live webinar, aimed at cardiologists and emergency care professionals globally.

The Challenge

While the product addressed a clear clinical gap (early diagnosis of myocardial infarction using high-sensitivity markers), the challenge lay in:

• Reaching the right HCP audience at scale across the U.S.
• Driving high-quality traffic to a webinar registration page.
• Ensuring continued visibility across four campaign touches without causing fatigue or drop-off.

LakeB2B’s Strategic Solution

LakeB2B designed and executed a 4-touch email campaign tailored to:

• Promote educational content via a webinar hosted by a leading European cardiac surgeon.
• Nurture interest among healthcare professionals via reminder sequences.
• Optimize deliverability, engagement, and conversion through responsive creative and subject line testing.

Campaign Design Elements:

• High-quality creative featuring real-world clinical relevance
• Secure SMTP delivery across each wave
• Cleaned and verified HCP data for accurate targeting
• Engagement tracking across opens, clicks, and unsubscribe behavior

Campaign Performance Metrics

Campaign       Sent     Delivered         Opens  Clicks  CTOR        Bounces    Unsubscribes

Touch 1         63,590 63,394             14,951 1,545   10.00%                        82        28

Touch 2       63,480 63,267             15,120 1,634   10.08%                        63        30

Touch 3         63,387 63,186             15,823 1,872   11.80%             44        23

Touch 4          63,320 63,157             16,409 2,046   12.50%                        32        18

Cumulative Results:

• Total Opens: 61,680
• Total Clicks: 7,064
• Average CTOR: 11.25%
• Total Unsubscribes: 83
• Deliverability Rate: 99.89%
• Bounce Rate: 0.16%

Impact Summary

The campaign generated strong awareness with steadily increasing engagement across each touch, reflecting a well-timed nurturing strategy. The rising CTOR from 10% to 13% demonstrated improved resonance of creative and content relevance as the sequence matured.

The final campaign (Touch 4) delivered the highest click volume (2,037) with the lowest bounce rate (0.01%), showcasing the strength of list hygiene and delivery optimization.

Client Testimonial

“It has been a very good experience working with your company, and I appreciate the promptitude of all interactions and delivering the reports.” – Romeo