It's About Time: Launching Connex 360 Vital Signs Monitor

With the launch of the Welch Allyn Connex 360 Vital Signs Monitor, Baxter engaged D2 Creative to design a campaign that generated qualified demand while helping to solidify Baxter’s position as a leader and innovator in connected vital signs monitoring. Success relied on a precise approach to three core stakeholder groups: hospital leadership (focused on institutional ROI), biomedical and IT professionals (who prioritize data security and systems integration), and frontline healthcare providers (who seek to improve clinical efficiency). The strategy was executed through a media model that assigned distinct roles to each channel based on the decision-making process. The upper funnel utilized a high-impact display campaign to create broad market visibility across segments. This component was designed to saturate the market and establish a footprint for the new device, achieving over 724,000 impressions in the first month. Even during the traditionally slow December period, when B2B promotional engagement typically declines, the display campaign maintained a 0.17% click-through rate and kept the brand visible to key decision-makers during the initial awareness phase. The lower funnel was powered by a search campaign on Google and Bing with conversion as the core KPI, targeting based on demographic information and affinity groups as well as keywords ranging from branded terms to competitive and solution-aware queries. The results confirmed the effectiveness of this approach, as Google Search became the primary driver of conversion. It achieved click-through rates of 5.09% among technical stakeholders and 6.35% among hospital leadership, nearly doubling industry benchmarks. Early conversions validated that the campaign was successfully capturing motivated users nearing the end of the decision-making process. Within the first six weeks, the campaign introduced Connex 360 to the marketplace, confirmed its resonance with core stakeholders, and delivered measurable commercial interest. By aligning channel roles with specific KPIs and precisely targeting audience segments, the strategy is actively establishing a new benchmark for Baxter in the connected vital signs monitoring space.