Situation
Kurin had a clinically validated blood culture diversion device, but limited visibility in a market dominated by legacy suppliers. The sale was complex and considered — reaching both clinicians who specify the product and hospital procurement who approve the budget. Neither group responds to the same message.
They needed sustained reach into both audiences, built on clinical credibility rather than marketing noise.
Strategy
The engagement was built for the long horizon from the start.
SEO for clinical search terms. Hospital infection control practitioners search for solutions. We built a content architecture around the clinical search terms they actually use — prioritizing educational content that answered real questions about blood culture contamination, its costs, and the evidence behind diversion.
Paid media targeting hospital decision-makers. Clinical evidence alone doesn’t close enterprise deals. Paid programs ran in parallel targeting hospital administrators and procurement leads — translating the clinical case into a financial one.
Video that travels with the field sales team. Kurin’s device is genuinely novel. The sales cycle requires education before it allows persuasion. We built a sustained video program that translated technical clinical evidence into formats the field sales team could put in front of every stakeholder — from the ICU to the C-suite.
Outcome
Eight consecutive years of partnership, growing alongside the company through every stage — startup through category leadership.
The marketing engine was built to sustain a long, considered sale: continuous lead generation, clinical credibility, and sales enablement that compounded over time.
The relationship is ongoing.