Case Study
Staar Surgical is a company specializing in a unique vision correction solution, known as Visian ICL in the US, and EVO Visian ICL in Europe, Asia, Canada and other countries. It is an implantable lens that works with your eyes to naturally correct your vision and can last for the rest of your life – however, the implants can also be removed.
As they are such a unique product in the eyecare industry, Staar Surgical needed help to promote their brand and products internationally. Known for our international expertise, and in-house global linguists, we were the natural choice to help them with their global paid strategy.
Staar Surgical had done some paid activity in Germany and Spain but needed help to find new market opportunities and expand internationally, while optimizing their existing paid activity.
This wok for Staar Surgical was shortlisted for the 2018 US Search Awards and 2018 The Drum Search Awards in the Best PPC Campaign categories.
Increase qualified visitors to the website, where they can then find local eye clinics and ophthalmologists who perform the Visian ICL procedure
The target audience is likely to be at various stages of the buying funnel. Some users might be close to converting, some might be just searching for information around contact lens alternatives. The objective of the paid strategy is to get Staar Surgical’s brand and product out there at all different stages of the buying cycle.
Our international team used search impression share to identify new markets and opportunities.
Our native digital marketing experts then localized the keywords and ad copy, depending on the needs of the individual market, and what local competitors were bidding on.
As the market presence grew to over 182 markets, the budget and bid adjustment strategy had to be carefully managed. Search Laboratory had to use past performance and new opportunities to guide this process. The team also started remarketing activity a couple of months after set-up, to maximize conversions.
Due to regulations within the healthcare industry, (which differs in each market) there are limits to the type of information and type of advertising that can be executed for this product. This was challenging as it means the ads can’t include too much information, however, our international team ensured that the ads were all localized to the individual markets and commercial trends, to maximize conversions and provide users with a customized experience.
Alongside the international work, Search Laboratory’s paid team utilized the in-house proprietary software AlertLab to maintain the budgets proportionately.
For Staar Surgical, AlertLab managed the budgets between the different locations, enabling Search Laboratory’s paid team to spend their time optimizing the campaign and find further opportunities.
Over the course of the engagement, we have achieved the following results:
These great results have led to Staar Surgical taking spend from their other marketing channels and moving it to their paid campaigns.
“Search Laboratory has an international footprint and international team members that help us scale campaigns across the globe. They provide a huge value add as we know that a Google translation of an English campaign just doesn’t work.”
Ryan Black, Senior Manager, Digital Marketing, Staar Surgical
This blog is part of our wider B2B Playbook that is designed to help B2B businesses with all aspects of their digital marketing from leveraging data, acquiring more traffic, creating assets that resonate and succeeding internationally.
If you’re thinking of expanding into international markets, the international section is for you. Here we review everything you’ll need to take into consideration when going global.
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