What was the scope of their involvement?
Most recently, their main project has been our SEO work. This includes auditing our site, adjusting our keyword management, and handling our search engine marketing (SEM) to optimize our PPC ads. Our PPC ads are mostly Google, but we have ads in lots of other areas like YouTube, Bing, and display networks.
They just finished a huge SEO audit of our catheter business. They gave us a large list of optimizations to implement, helping us with site content as well. Those optimizations are currently being put in place by our European catheter team.
Finally, most of our business is direct-to-hospital, although there is a small amount of direct-to-consumer. Flightpath is a huge partner helping us drive cost-effective and high-quality leads.
What is the team composition?
For social marketing, there are two people working for us. John (Director of Digital Marketing, Flightpath) is the smartest guy. That man is a machine. He’s incredibly knowledgeable about the Google landscape, ensuring our site is indexed correctly.
Also, they had numerous designers working on the project. I think there were always 2–3 people with us.
How did you come to work with Flightpath?
They’ve been working with us since I came on at the beginning of 2014, but I think they started working with us over a decade ago in the 2000s.
How much have you invested with them?
Since I began, it’s about $7 million–$8 million. Our ostomy team spends $500,000 yearly. We’re now starting to spend $500,000 a year with them on catheters, and our other teams are ramping up to those numbers. I would estimate our total spend with them will soon top $10 million.
What is the status of this engagement?
They’ve been our partner since I started at the company in 2014, and our work is ongoing and expanding.