CitizenNet, Condé Nast’s in-house social advertising agency and platform, has been named the winner of three Gold and one Silver Stevie Awards in The 18th Annual American Business Awards. CitizenNet won Gold Stevie Awards in the New Product or Service Introduction of the Year, Marketing Campaign of the Year – Healthcare – Rx – Devices, and Health & Pharmaceuticals – Product categories. Additionally, they won a Silver Stevie Award in the Online Marketing Campaign of the Year category.
CitizenNet’s awards submissions were based on their partnership with Butterfly Network, in taking their product to market. Butterfly Network is a Connecticut-based healthcare startup whose primary product is Butterfly iQ, a full body scanning device that plugs into a smart phone and fits in your pocket, making it convenient for healthcare professionals (HCPs) to do an ultrasound at the bedside. Butterfly iQ has played a key role with HCPs during COVID-19 as it is able to scan the lungs enabling HCPs to use it to monitor COVID-19 patients.
CitizenNet conceptualized, tested and optimized an omnichannel go-to-market strategy, in collaboration with Magnitude Digital, which included the use of Condé Nast data assets, and consisted of events, influencers, social, search, email and display advertising. This allowed Butterfly Network to extend the impact of their earned media, generate new market interest, and convert HCPs to customers, at scale. The resulting campaign helped reach over 85% of licensed healthcare providers in under 12 months, and surpassed Q4 FY19 probe sales across all digital channels, all while decreasing their customer acquisition cost (CAC).
“With Butterfly Network, the greatest challenge was the fact that there were no benchmarks, blueprint or competitors to model our strategy from. We had to reconstruct industry best practices to bring a first of its kind medical device to market,” said Dan Benyamin, CEO of CitizenNet and VP of Data Products at Condé Nast. “And the results speak for themselves; we increased purchases of a $2,000 medical device, beating return on ad spend goals by 150%. I couldn’t be more proud of my team, and the results that they achieved for the Butterfly Network.”
