The strategy included a new website, digital advertising, print collateral, talking points/messaging, and a social media campaign.
The DermSpectra? Total Body Digital Skin Imaging System is a solution enabling physicians to track and monitor critical skin changes (skin cancers, eczema, moles, psoriasis, and rashes) over time. Millennium created a comprehensive marketing campaign including a rebrand strategy, key messaging, and a user-focused website with social media integration and strategies for DermSpectra. The aim was to position DermSpectra as an industry leader in standardized, digital skin imaging and generate demand for the product across sectors.
Despite the challenges of bringing a product to market in a highly competitive and fast-paced industry, Millennium successfully designed and implemented multi-channel public relations, advertising, and digital strategies that met the branding, web, and lead generation needs of DermSpectra. Millennium achieved this by developing a visually-dynamic and engaging rebrand strategy, which included a new, modern logo and creative branding of all collateral materials. The website was optimized for UX/UI and tailored to target markets; physicians and patients. Each audience-specific page was created to be relevant to the user, offer valuable information to address their specific needs, and encourage engagement in industry standardization of skin imaging. Millennium also executed an ongoing strategic content plan including social media, such as a blog and social posts; whitepapers; eblasts and direct mailers; and news releases to maintain brand consistency, awareness, and engagement.
Millennium established a sustainable market presence through public relations, digital strategies, trade show participation and shared content. These marketing initiatives resulted in increased lead generation and sales opportunities for major medical centers throughout the US, including dermatology offices. Millennium also secured coverage in national and regional media outlets including FOX 25 news and many others.