Digital Marketing is not only relevant for the success of companies but also for medical practices. This is especially true in the USA. For this reason, Carl Zeiss Meditec planned to support its customers – US medical practices that use ZEISS medical devices – in the field of Digital Marketing. A Marketing Assessment Center was to enable medical practices to

• objectively measure their marketing performance according to scientific criteria.
• generate more leads with customized guidelines and task lists.

The technical implementation of the platform was carried out in-house and in collaboration with a ZEISS partner. The experts at SUNZINET provided the concept behind the solution.

• 

  Services

  Digital Strategy

  Digital Marketing

• 

  Method

  User acceptance tests

  Thinking-aloud sessions

• 

  Benefits

  Self-assessment of marketing performance

  Independent optimization

  Basis for more leads and patients

  Positioning as a digital partner

• 

  Project Language

  All documents were created in English for the US market

Goal: Securing long-term growth

• The aim was to enable medical practices to gain more leads and patients. In particular, the focus was on the sale of refractive procedures, in which patients' vision defects are corrected using ZEISS devices.
• By providing the solution, Carl Zeiss Meditec aims to position itself as a valuable digital partner, strengthen customer loyalty and thus secure its long-term growth in the US market.

The solution: Creation of a Marketing Assessment Center

In order to achieve these goals, a Marketing Assessment Center was to be created:

• According to our concept, customers would first use the digital platform to complete an extensive list of questions. These record and evaluate the status quo of their Digital Marketing performance on the basis of strict scientific principles.
• Depending on the results, they would automatically receive an individual training plan as well as documents they can use to improve their Digital Marketing performance.

Our work: Scientific approach for the best results

• 01Creation of the questionnaire
  

  Our team created the complete questionnaire, which ZEISS customers can use to measure their marketing maturity objectively and validly. This comprises 115 questions and captures the strengths, weaknesses and needs of medical practices in nine areas, from website to paid social to marketing automation. The quality of the questions was checked by using user acceptance tests and thinking-aloud test sessions.
• 02Development of maturity score & distribution logic
  

  Based on the answers given, a maturity score is calculated. This objectively indicates the maturity level of the medical practice in the area of Digital Marketing. SUNZINET developed the scoring logic behind it as well as the distribution logic according to which ZEISS customers receive a customized training plan.

• 03Creation of task lists & guidelines
  

  Our experts were also responsible for creating the documents, guidelines and task lists. These include extensive articles on relevant Digital Marketing fields and cover various performance levels. An AI-based process ensured that the content creation was aligned with defined usability standards.

Result: A strong concept for Digital Marketing success

SUNZINET successfully completed the project. Our concept for the Marketing Assessment Center provides Carl Zeiss Meditec with the basis for positioning itself as a valuable digital partner to its customers. The implementation is now up to ZEISS.

Some project highlights:

• The scientifically based questionnaire helps ZEISS customers to objectively assess their Digital Marketing performance.
• The solution is scalable and suitable for every performance level, from beginner to advanced.
• A stimulating concept makes it fun and motivates you to improve your performance.
• Medical practices can improve their lead numbers independently, without external support.

About Carl Zeiss Meditec

Carl Zeiss Meditec AG, which is listed on the MDAX and TecDAX of the German stock exchange, is one of the world's leading medical technology companies. The Company supplies innovative technologies and application-oriented solutions designed to help doctors improve the quality of life of their patients. The Company offers complete solutions, including implants and consumables, to diagnose and treat eye diseases. The Company creates innovative visualization solutions in the field of microsurgery. With approximately 4,823 employees worldwide, the Group generated revenue of €2,089.3m in fiscal year 2022/23 (to 30 September).

Learn more on the Carl Zeiss Meditec Website