Project - Dyaco
Dyaco is a multi-facet B2B2C enterprise, specialising in health and fitness equipment.
Being a global company, Dyaco still preferred to work with an external marketing team.
At the Nick Eagle agency, our team was leading marketing efforts for B2B and B2C segments for Dyaco Commercial and Retail UK, while also accepting the challenge to start from scratch and launch a new Medical devision.
This case study showcases our approach to the Dyaco Medical brand launch and elements of our multi-channel marketing strategy - social media, email marketing, and paid advertising.
​My responsibilities in the project:
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Client communication and team project management
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strategy planning
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market research and competitor analysis
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content calendar creation, setting up and scheduling email newsletters, monitoring performance
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launching FB ads campaigns and monitoring the performance
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traffic source and analytics review for timely marketing strategy adjustment
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landing page creation, website content update and UX optimisation
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setting up and managing a distributor portal
Growing Dyaco Medical brand
Dyaco Medical, headquartered in Taiwan, specialises in rehabilitation and medical fitness equipment. Aiming to penetrate the EMEA and US markets, they sought to establish a strong digital presence and attract global distributors. Our team was entrusted with launching the brand from the ground up in these regions.
The Challenge:
Entering the EMEA and US markets as a new player in the medical equipment industry presented several challenges:
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Brand Establishment: Introducing Dyaco Medical to new markets, especially where brand trust is paramount.
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Distributor Engagement: Creating a seamless experience for distributors, many of whom operated in non-English-speaking regions.
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Localised Marketing: Developing campaigns that resonated across diverse cultures and languages.
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Resource Optimisation: Providing cost-effective tools and materials to support distributor efforts.
Our Solution:
Laying the Foundation
Our first step was to understand the landscape. We conducted comprehensive market and competitor research to grasp the needs and preferences of potential distributors and end-users. This informed our brand positioning and messaging strategy, ensuring relevance and resonance in diverse markets.
Recognising the importance of a strong digital presence, we designed and launched a user-friendly website tailored to medical professionals and distributors.
Empowering Distributors
Distributors were to be the primary sales channel for Dyaco Medical's solutions. To support them effectively, we developed a suite of marketing materials, including brochures and product guides, and established a brand-new distributor portal. This portal served as a central hub for information, streamlining access to resources, facilitating onboarding, and providing ongoing support.
Understanding the linguistic diversity of our target markets, we localised content and campaigns to cater to non-English-speaking distributors. This included translating materials and running targeted campaigns in multiple languages.
Spreading the Word
To generate awareness and attract potential distributors as well as end users, we launched a comprehensive awareness campaign. We used a multi-channel approach to be present where our audience was. This included localised PPC and LinkedIn campaigns, participation in trade shows and expos. We worked in close collaboration with Dyaco's business development team, providing materials to showcase Dyaco Medical's offerings effectively, gathering market feedback and assessing the lead qualification and conversion.
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Client's Result: Our strategic efforts yielded significant outcomes:
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We generated approximately 500 Marketing Qualified Leads (MQLs) through our campaigns.
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Successfully onboarded 17 distributors across EMEA and the US.
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The distributor portal solution led to annual savings exceeding £10K.
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Established Dyaco Medical as a credible player in the rehabilitation equipment market within a year.
Paid Advertising
Social Media and Search Campaigns were the main lead generation tools for Dyaco.
The Challenge: Finding the right audience online for the B2B market and distinguishing B2B and B2C campaigns were the biggest challenges in setting up paid campaigns for Dyaco.
Our Solution: First, we created dedicated landing pages with a copy clearly explaining equipment usage (home or commercial). We also developed a commercial fitness equipment brochure to use as a lead magnet. Next, we launched Lead Generation and Traffic campaigns testing different forms of content and messages.
Having conducted keyword research and breaking them down according to the equipment groups, simultaneously we also launched a Search campaign.
Client's Result: The lead generation campaign performed extremely well, bringing an average of 12 leads daily for the Client's Sales Team with CPL below £20. Also, Traffic and Search campaigns remained the main web traffic source, taking it from 100 to 10000 monthly visits.
Consistent & strong social media content plays an important role in creating brand awareness, educating customers and establishing the brand's digital presence in general.
The Challenge: The company did not have an established brand voice, which we had to find. Also, due to the rigidity of the brand, we needed to find a balance between maintaining the brand presence and keeping readers engaged.
Our Solution: Before we produced our first full campaign content for Dyaco, we wanted to establish the brand voice and collect additional information to know how to present the brand in the best way.
We started with the internal team interview to get expanded answers and extra information. Having recorded and transcribed an interview, we used the exact terms the company's management applied to describe the brand. Also, we set up photo and video shoots at the Client's HQ and used only this footage for social media graphics.
Social Media &
Digital Presence
Client's Result: The Client was extremely happy with our complex, systematic approach and consistency of the brand presence. We covered every marketing aspect in order to create and maintain a digital brand identity so that Client can focus on sales and business development instead.
Email Newsletters
Growing Dyaco's email database, attracting new subscribers & nurturing existing ones was one of the goals of our marketing strategy.
The Challenge: Selecting the right topics to highlight balancing between keeping readers engaged and promoting the products was the biggest challenge. We received very minimal guidance from the MDs and most of the time writing about technical or medical topics was not easy and required extensive topics research for content creation.
Our Solution: Our strategy was to get as much information as possible from the Clients by either creating briefs or simply interviewing MDs to find out about the areas we should focus on. Next, simplify content research by creating content around sporting events or covering the most searched topics, questions in the area. And finally, create a content calendar, get topics approved by the Clients in advance and focus on the copywriting & technical implementation.
Client's Result: On average we achieved over 21% with a clickthrough rate of 1,3%, which has translated into enquiries for the sales team from commercial gym operators looking to purchase brand new equipment. The Client was impressed by how this process has been handled from end to end with minimal input needed from them. From topic ideas and research to laying out and publishing using their email software, every step was handled, not just the content creation.