Terumo Interventional Systems (TIS), a division of Terumo Group, is a medical device brand that offers devices and solutions for interventional medicine. It strives to help healthcare professionals perform optimally and contribute to better treatment outcomes and quality of life for patients worldwide. Headquartered in Tokyo, Japan, TIS is active in 140+ countries around the world, with local offices in many of these locations. To orchestrate its international expansion efforts efficiently and at scale, TIS has a Global Brand & Communications team whose main role is brand building, with local marketing activity driven largely by in-market teams.
TIS chooses to market on LinkedIn, whether it is global brand-building or localised lead generation. On LinkedIn, TIS benefits from global reach to over 1 billion professionals and the ability to precisely target and engage its audiences.
THE CHALLENGE
TIS needs to leverage the synergises between organic and paid marketing on LinkedIn, synchronising global and local efforts to achieve its international marketing goals.
THE SOLUTION
To ensure that the TIS brand is accurately and consistently presented on a global scale, the Global Brand & Communications team uses a curated organic and paid marketing strategy on LinkedIn:
- Global brand messaging is shared organically and localised for regional audiences where relevant.
- Paid campaigns are run to drive targeted follower growth, contributing to 50% of new followers in FY22 and laying the foundation for local sales outreach.
- In markets where TIS does not have enough sales force to cover a whole region, the Global Brand & Communications runs localised lead generation campaigns to support prospecting.
“Building a strong brand is the key to our business success globally. LinkedIn is an effective and efficient platform for us to reach out to the right target audience. By growing our followers and deepening engagement, we are creating a strong foundation for our local sales and marketing teams to achieve more.”
Fumiko Tanaka
Senior Director, Global Brand & Communications, Interventional Systems,
Terumo Corporation
Terumo is a global leader in medical technology and has been committed to "Contributing to Society through Healthcare" for 100 years. Based in Tokyo and operating globally, Terumo employs more than 28,000 associates worldwide to provide innovative medical solutions in more than 160 countries and regions. The company started as a Japanese thermometer manufacturer and has been supporting healthcare ever since. Now, its extensive business portfolio ranges from vascular intervention and cardio-surgical solutions, blood transfusion and cell therapy technology, to medical products essential for daily clinical practice such as transfusion systems, diabetes care, and peritoneal dialysis treatments. Terumo will further strive to be of value to patients, medical professionals, and society at large. View Company page.
Headquarters: Tokyo, Japan | No. of Employees: 30,000+ | Industry: Medical Equipment Manufacturing