Taking the Pain Out of Hot Water in Healthcare
14 pieces of coverage
310,813 social impressions
70,382 video views
To defend Heatrae’s point-of-use heater against increased competition in the healthcare sector, while simultaneously growing market share of its drinking water unit.
At the time, Heatrae Sadia, the market-leading electric heating and hot water products manufacturer, was well known in healthcare for its point-of-use water heaters but not for its drinking water units, in direct contrast to its closest competitor.
Briefed to target public health consultants, contractors, installers, and estate and facilities managers, and also to generate leads, we recognised a need for a value exchange with the audience: providing industry insight in return for clicks and downloads.
Upon reviewing competitor activity and audience needs, we believed Heatrae had a unique opportunity to provide the market with clarity on government guidance HTM (04-01), which sets out strict rules for water provision in the healthcare sector. We could overlay this commentary with messages around the simplicity of Heatrae technology, which enables compliance and facilitates installation and maintenance.
We subsequently produced a hero report, brought to life with a short animation and delivered through a mix of PR, LinkedIn and Twitter advertising and InMails.