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Meet Intersect ENT

Intersect ENT manufactures and sells PROPEL®, a spring-like sinus stent coated with an anti-inflammatory medication placed following sinus surgery. After about 30 days, it completely dissolves.

PROPEL helps improve the results of surgery by decreasing the chance of post-surgical scarring and inflammation as well as reduces the need for oral steroids.

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Challenge

Chronic sinusitis can be challenging to diagnose and patients often don’t respond to medications.

The company believed there was an opportunity to educate the target patient population about a new treatment that could provide better and longer-term relief compared to other options.

 

Solution

To educate the patient audience and drive them to search for an ENT offering the PROPEL sinus stent, Grey Matter Marketing delivered the following:

  • Performed a digital audit and created a Digital Marketing Roadmap
  • Conducted qualitative and quantitative market research
  • Designed and developed a new patient-facing website 
  • Planned and executed a direct-to-consumer digital advertising campaign (media planning, creative development, and program management)
  • Set up tracking and analytics to measure results
  • Performed Search Engine Optimization (SEO)
 

Business Impact

  • Uncovered the most strategic audience segments to target
  • Discovered the most effective keywords to drive traffic
  • Constructed the most important messages to drive onsite conversions
  • Created powerful tools to qualify and convert leads
  • Found the most efficient and effective media channels/tactics
  • Laid the foundation on which the client could build a patient database and prepare for new
 products in the pipeline
  • Produced data inputs for the patient acquisition model
 

"The Grey Matter Team was an enormous help with digital marketing/direct-to-consumer strategy and execution. From the initial in-person meetings to diving deep into analytics, to conducting qualitative and quantitative research, to the final campaign—everything was spot on and accomplished at a scale to fit our budget. We get compliments all the time about our blog posts and depth of relevant patient content they developed. Plus, working with the GMM team feels like working with a supercharged and fun extension of your own team!"

~ Vasey Hargreaves, Director of Marketing