MRI Essentials by Dr Wolfgang Fischer has been the German standard reference work for MRI of the musculoskeletal system for years. What initially appeared as a printed work (MR Atlas) is now a continuously updated app with improved functionality - and a completely new marketing requirement: How do you reach radiologists, orthopaedists and students where they learn today? Superblau developed the entire marketing strategy: Landing page, social media channel and advertising campaigns.
"[PLEASE SUPPLEMENT: Voice of Dr Wolfgang Fischer or responsible persons from mr verlag on the effect of the marketing strategy and the growth of reach]."
An established medical reference work changes medium - and needs a completely new marketing architecture to reach its specialist audience digitally.
An integrated marketing strategy comprising a landing page, social media and performance marketing - focussed on specialist medical target groups.
MRI Essentials is the refinement of MRI-ESSENTIALS.COM, the illustrated atlas of orthopaedic MRI by Dr. Wolfgang Fischer, which was first published in 2014. Today, the app provides quick access to peer-reviewed knowledge on MSK MRI – structured by body region and pathology, with thousands of case examples, anatomical sections, and regular updates. Yet, this is precisely where the communicative challenge lies: an established textbook brand needs to gain recognition in an app market where medical specialist groups are inundated with content.
What's more, the target group is highly specific. Radiologists, orthopaedists, medical teaching staff and students cannot be reached via broad marketing campaigns, but need content that is professionally relevant and at the same time mobile-friendly in format.
For MRI Essentials we have developed an independent landing page as a central point of contact for all marketing activities. It translates the substance of the work into a digital experience: the clarity of the atlas logic, the reliability of a peer-reviewed standard and the accessibility of an app medium are condensed into a single message.
Instead of focussing on a broad awareness campaign, we have Instagram channel developed by MRI Essentials specifically for the medical community: Content that translates knowledge into mobile learning units - such as case studies, anatomical explanations or pathology quizzes. The result: over 10,000 followers in just three months - growth that is exceptional in the specialist medical segment and shows that the right preparation makes all the difference.
Advertising campaigns were specifically optimised to reach medical specialist groups: Targeting by professional role and specialisation, creatives that are technically precise and visually appealing at the same time. This enabled us to make the app visible in the relevant target group without wastage in non-professional markets.
The marketing strategy has established MRI Essentials in the digital world of the radiology and orthopaedics community. A landing page that conveys the work as an app experience, a social media channel that has grown organically to over 10,000 followers within three months and an advertising campaign set-up that reaches the right specialist groups - this is a bundle of measures in which each one fulfils its task.
What started with MRI Essentials is a scalable marketing architecture: it can grow with every app update, every topic expansion and every international rollout. This modular marketing approach - well-founded, technically precise, performance-orientated - is precisely what a medical brand needs today to defend its standard in the app era.
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We look forward to hearing from you. Write to us or book an appointment directly.
Book a video call with Marco Barooah-Siebertz via Microsoft Teams at your desired time
